Vaseline Total CareConsumers still saw Vaseline as a brand stuck in the 1970s: at best, a reliable, functional lotion - at worst, their mother’s brand.
Vaseline’s "How Beautiful Feels" campaign provides a modern, relevant and unique positioning for the brand. Instead of striving for the impossible, we focus on attainable beauty.
We knew the campaign had immediately put Vaseline back in the beauty world when "Palm Reader" won Canada’s top prize at Cannes.
| Agency of the Year |
| Gold: Palmer Jarvis DDB Silver: Ammirati Puris Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal Silver: Harrison, Young, Pesonen & Newell Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |
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