Vaseline Originals via Ogilvy Singapore takes home a Cannes Silver Lion in Creative B2B

Ogilvy Singapore has been awarded a Silver at Cannes Lions in the Creative B2B category for its ‘Vaseline Originals’ campaign.

The launch of Vaseline Originals saw a new product line developed with Ogilvy Singapore that transforms viral social media hacks into real, commercially available products.

The first releases in the range were inspired by early beauty creators whose hacks helped shape how the product is used today. At the heart of the campaign are two content creators who were among the early voices sharing hacks that helped shape the brand’s newest innovations.

From 355 entries received in the Creative B2B Lions, 11 Lions were awarded: 2 Gold, 4 Silver, 4 Bronze. The Grand Prix went to ‘The Faroe Islands Space Program’, for SKF, by NORD Stockholm, which turned B2B communications into a global sustainability conversation. ​

Creative B2B Lions Jury President, Ty Heath, Global Director, Thought Leadership, GTM Strategy, said: “SKF, a global leader in industrial bearings and friction reduction, rejected the rational specs playbook entirely. Instead, they did something awe-inspiring: an actual space program, built to bring their belief in frictionless work to life. Unmissable, unforgettable, and very distinctive. This is creative bravery in B2B. SKF proved that creative bravery in a commodity category delivers real business results.”