Vaseline Works With Gamers in ‘Skins for Skin’ Campaign in Support of Burn Victims

Within a month of launch, the “Skins for Skin” campaign boosted the likelihood of future skin donations by 17%.

According to a new campaign, Thailand grapples with the highest burn-related mortality rate in Southeast Asia, shining a spotlight on the critical scarcity of skin donations.

Vaseline, embracing its mission of providing Healthy Skin for All since 1870, responded to a. literal “call for help” initiated by The Thai Red Cross. The lack of awareness prompted a plea in Thailand’s leading newspaper, seeking support for burn victims through skin donations.

To emphasize the urgency of the situation, Vaseline forged an unconventional alliance with gamers, a community intimately familiar with the value of ‘SKIN’ in their virtual realms.


 

Harnessing the concept of in-game skins, which possess tangible value and tradability, Vaseline introduces “Skins for Skin.”

https://youtu.be/B67VE1hRu9A

With a combined gamer audience of 10 million, these enthusiasts selflessly contributed their in-game skins to mirror the scarcity faced by burn victims. The movement gained momentum through a compelling digital film, garnering 18 million views, and an exclusive run of 500,000 Vaseline Jars, available at participating 7/11 stores. All proceeds from these limited editions will be donated to The Thai Red Cross.

In a remarkable achievement within a month of launch, the “Skins for Skin” campaign successfully boosted the likelihood of future skin donations by 17%, potentially creating over 2 million new skin donors in Thailand. Ogilvy Singapore, alongside Vaseline, celebrates this gaming-inspired initiative as a groundbreaking step towards addressing Thailand’s critical skin shortage and championing the cause of burn victims.


 

“Working with gamers was a great idea to connect with the broader audience and bring awareness of life-saving skin donations,” said Louis Piereck, Senior Global Brand Director Vaseline.

Nicolas Courant, Chief Creative Officer Ogilvy Singapore added “It’s no surprise that the topic of skin donations has never been tackled. It’s such a sensitive topic. And Gamers, who know the value of skin, have been the perfect platform to launch a donation campaign.”

Aanchal Sethi, Asia Managing Director, Unilever, Ogilvy Singapore “Vaseline has harnessed the power of Gamers and their considerable audiences, demonstrating their immense influencing power. Especially when it comes to such an important and never talked about subject, like skin donation.”


Credits

Chief Creative Officer – Nicolas Courant, Marco Versolato Creative Director – Stephan Schwarz
Associate Creative Director, Art – Ria Ocampo
Associate Creative Director, Copy – Sandhya Mathura
Senior Creative – Anthony Mustard Copywriter – Jerome Toh
Worldwide Managing Director – David Dahan Asia Managing Director, Unilever – Aanchal Sethi Business Director – MJ Pena
Account Director – Joyce D’souza
Account Manager – Joey Lew
Executive Strategy Director – Sumegha Rao Strategy Director – Dilip Garga
Strategist – Mellita Angga

Head of Production – Gerri Hamill Integrated Producer – Carolyn Ong Senior Print Producer – Gina Tan Production Coordinator – Nazurah Zulfakir
CGI House (Print) – Polycat CGI House (Film) – Polycat Post House (Film) – Chameleon
Global Brand Vice President, Vaseline – Kathleen Dunlop Senior Global Brand Director, Vaseline – Louis Piereck Senior Global Brand Manager, Vaseline – Jeet Vijan Assistant Brand Manager – Hui Shan Bay
Thailand Brand Lead, Vaseline – Ruthaipat Surachaidungthavi Thailand Brand Manager, Vaseline – Navasinee Maleenont

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