Vaseline partners with Ogilvy Singapore to launch “Skins for Skin” campaign to raise skin donations in Thailand through gamers

Thailand grapples with the highest burn-related mortality rate in Southeast Asia, shining a spotlight on the critical scarcity of skin donations, as revealed by alarming 2022 statistics. Enter the unexpected hero in this narrative, Vaseline. Embracing its timeless mission of providing healthy skin for all since 1870, Vaseline teamed up with Ogilvy Singapore to respond 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.

In a bold move 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.”

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.

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

Nicolas Courant, Chief Creative Officer, Ogilvy Singapore, said “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, said: “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