To celebrate Vaseline®’s journey of healing around the world, we created a Limited-Edition range of packaging bringing to life the individual communities and their healing stories. Through the Vaseline® Healing Project initiative in partnership with Direct Relief® our primary goal was to create both cultural and program awareness through bespoke artistic expressions.
Collaborating with global brand teams from China, India, South Africa and Latin America, we channeled cultural aesthetics, diverse regional styles and traditions into each design. This resulted in an exotic collection, representing hope through healing expressed through an array of patterns and textures.
To unlock each countries journey, the full wrap labels incorporate a QR code and WhatsApp number that links to short films created and directed by Animl, documenting the individual communities that are impacted by the relief effort.
Combined with retail activation, key visuals and influencer marketing kits, this campaign resulted in global social awareness of the brands mission and created purpose driven consumer engagement for Vaseline® post purchase.