While at BBH New York my partner and I, Asheen Naidu worked on Vaseline. It was an exciting time. The brand was brave and bold and in the midst of a creative revolution. Our Clients, Steve Miles and Fernando Machado were amazing partners. They pushed the ideas and us hard. It was an incredible time to work on this brand. One of my favorite pieces of work was this new product launch.
The idea was to put the product to the test and demo it. With a social (Lotion) Experiment.
So we conducted an organic social experiment in the town of Kodiak, Alaska (one of the harshest climates in the world). We set the product to the test by giving it to one woman, Petal Ruch. We asked her to try it and if she liked it to prescribe it to anyone she felt needed it. And so the spread began. We documented the entire spread over the course of 3 weeks, capturing over 200 hours of footage and over 3000 images of the people of Kodiak. From this content we then created the campaign. From TV to digital to print. It was a truly unique way to launch a product by letting the consumers create the campaign for us. It relied on a brave client who knew the work would be created organically depending on how the product worked and was received. Over 2000 people in the town were prescribed. From here we opened the spread up to the rest of the country. Using our online platform people could send digital prescription samples to each other. After a couple of weeks the spread had moved across America with over 3 Million people eventually being prescribed.
We worked with indie Director Derek Cianfrance and artistic Photographer Elinor Carucci.