Vaseline
A cheeky, self-aware campaign positioning Vaseline as the unglamorous but unbeatable go-to, using sarcastic billboard copy and meme-ready content to resonate with Gen Z’s skincare skepticism and trend fatigue.
Creative Advertising Campaign
Vaseline | “We Get It.” Billboard + Social Campaign
Role: Concept, Creative, & Copywriter | Solo Project – Spring 2025
This Gen Z-targeted campaign for Vaseline playfully embraces the brand’s low-key status, positioning it as the unglamorous but undefeated go-to in a world of overhyped skincare. The concept leans into sarcastic billboard lines and meme-style social content that highlight how Vaseline quietly outperforms the trendy (and overpriced) alternatives.
As the concept lead and copywriter, I developed the campaign idea, wrote over 50 billboard-ready headlines, and designed social-first messaging that aligns with Gen Z humor and skincare culture. With a tone that’s self-aware, dry, and slightly smug, the campaign reframes Vaseline as the product people don’t brag about—but always reach for.