Fix What You Can
Client: Vaseline
The One Show Young Ones Brief 2025: Turn Vaseline into the symbol of modern life-hack culture, making it a bold, iconic brand for a new generation.
Insight: Products like Vaseline are seen as a fix-all solution.
Big Idea: Some of Gen Z’s unique problems can be fixed with Vaseline.
Art Director: Andrew Havens
Copywriter: Isabella del Rey
Case Study Video
Outdoor
Social Media: TikTok
The Reddit brain rot trend has taken over TikTok. In this trend, Reddit posts are read out loud by text-to-speech with gameplay in the background, accommodating even the lowest of attention spans. Vaseline takes their most unhinged Reddit responses and puts them in TikToks for all of Gen Z to see.
Social Media: Instagram
Vaseline allows people to submit questions to their advice column. Questions and Vaseline’s responses are posted on Instagram.
Collaboration: Wingstop
Fact: People’s lips tend to get dry after licking them repeatedly, especially after indulging in a meal that would prompt them to. Wingstop has reached cultural icon status for Gen Z, so Vaseline includes branded tubes in Wingstop meals.
Social Media: Reddit
Similar to the Instagram advice column, Vaseline responds to Reddit posts on a variety of subreddits like r/AITA, r/TIFU, and r/Advice.