VASELINE ‘Sun Catwalk’

BRIEF
When it comes to sun protection, body care is often overlooked—if not ignored altogether. Our task was to spotlight the importance of SPF and drive summer relevance for Vaseline 50X Body Lotion.

INSIGHT
Most Vietnamese women fear dark body skin. But instead of using sunscreen, they avoid the sun, by hiding in the shade or covering up with clothes.

IDEA
We flipped a familiar Vietnamese saying, “Chạy trời không khỏi nắng” (You can’t escape the sun). By changing just one word “khỏi” to “lo”, the message shifts from warning to reassurance: “Chạy trời không lo nắng” (You can run with ease in the sun).

Rather than a dry educational ad, we brought the line to life through a comedic fashion film, perfectly embodied by brand ambassador Minh Tú—a supermodel who truly walked the talk.

The campaign didn’t just sell SPF; it reset Vaseline’s tone in Vietnam—stylish, vibrant, and confidently edgy.

Client: Vaseline - Unilever Vietnam
Agency: T&A Ogilvy
Creative: Lam Phan, Tuong Vy Nguyen, Tran Nguyen, Vaness Tran, Trang Le
Director: Nhu Dang
Production: YOLO Pictures