Lips of All Kinds Promote Inclusivity in New Vaseline Campaign

Unilever-owned brand Vaseline has partnered with Ogilvy in a new campaign inspired by the need for greater inclusivity within society.

“Lips can speak words that have the power to change thoughts, opinions, and even the future,” the brand said in a release. “Beyond bringing dry, cracked lips back to health, Vaseline wants to give lips the ability to say the most powerful words without limits.

The campaign, for Vaseline Lip Therapy, features a diverse range of lips each speaking of being welcomed, respected, and treated equitably, regardless of where they come from, how they look, or what they believe in.


“What started as a ‘small budget’ brief, but with a big client ambition, led to a campaign we feel very proud of,” said David Dahan, Ogilvy’s Worldwide Managing Director, Unilever, and Managing Director, [email protected]

“This work is a reminder that great ideas only come to life when they are shared and when client and agency teams work hand in hand with trust, passion, and determination. Vaseline is an amazing brand led by amazing people; we will not stop until we have given them the unmissable work they deserve. It is just the beginning!”


“We have partnered with Ogilvy to create a memorable campaign that captures the spirit of our brand as well as creates awareness for our range of lip care products. Inclusivity is at the heart of this work, and an important part of the Vaseline Healing Project which is present in over 70 countries, bringing access to skin health care to 15 million more people,” said Louis Piereck, Global Brand Director for Vaseline.

The film spans digital channels in the US and the UK and an OOH campaign in Singapore.


Chief Creative Officer – Marco Versolato
Chief Creative Officer – Nicolas Courant
Creative Director – Gui Camargos, Savio Fonseca
ACD, Art Director – Ria Ocampo
ACD, Copywriter – Rachel Chew, Trina Martirez
Executive Strategy Director – Sumegha Rao
Senior Strategist – Dilip Garga
Head of Production – Gerri Hammil
Senior Producer – Fabiano Beraldo
Worldwide Managing Director – David Dahan
Global Managing Partner – Aanchal Sethi
Business Director – MJ Pena
Associate Account Director – Vanessa Tiu-Bernabe
Project Director – Ashley Macabalo
Director – Christina Xing
Cinematographer  – Gus Bendinelli
Photographer – Mario Schmolka
Production House: Durable Goods
Post House: Kraftwerkz
Colorist: Corey Spykerman
Composer: Tatsuro Miller
Audio house: Big Sync
DI: Jimmy Leow

Global Brand Vice President, Vaseline : Kathleen Dunlop
Global Brand Director, Vaseline: Louis Piereck
Global Brand Manager, Vaseline: Gita Nurul Lubis
Global Assistant Brand Manager, Vaseline: Chaitali Parikh
CMO, Unilever International : Aseem Puri
Head of Beauty and Wellbeing, Marketing and Strategy, Unilever International: Shazan Zahir
Lip Care Category Manager, Unilever International: Myungkyun Park
Skin Care Category Director, US: Kevin Tolson
Brand Manager, Vaseline, UK: Nicole Currie