Vasoline “Verified” Wins Big at Cannes Lions

Source: Cannes Lions

One of the first big winners last night at the Cannes Lions Festival of Creativity tackles one of our biggest issues in the moment: misinformation. Misinformation that misguides us.

The campaign comes from Brand Vaseline out of Singapore, and it addresses the many uses of Vaseline “off label” as we say and specifically talks to the efficacy (or lack thereof) of the many “hacks” that people have come to use the product for treatment of this and that … and the claims and stories that then surround those usage occasions.

It’s a great example of a brand addressing its own folklore, and here’s the Cannes Lions awards submission:

The cool part is that the brand uncovered these consumer hacks, researched their potential efficacy, weeded out the ones that didn’t work, and then actually created campaigns around the ones that did actually have some merit. Then of course you know I love how the brand created a logo lockup to verify when the information presented about the usage type is deemed accurate and “certified” permitted by the brand. Fabulous. Essentially, approving the information to be correct. Excellent.

Evidently the judges liked it so much that it was awarded the Grand Prix in Health and Wellness, the highest accolade in its category.

Perhaps a sign of the times for the week? Addressing the issues that face us right now as a society, in this case misinformation that perhaps leads us in the wrong direction?

Day one off to a good start! Let’s see how the rest of the week plays out.

What’s your experience? JIM

P.S. - since writing this original post, the campaign has gone on to win more Cannes Lions categories including yet another Grand Prix! Congrats Team Vasoline Singapore!