Why should we care about people’s hands?

The challenge

Vaseline approached us to celebrate their 150th anniversary. In the midst of the pandemic they wanted to do this with everyone’s new best friend – antibacterial hand cream. 

The solution

Vaseline has been healing the nation’s hardest working hands for 150 years, during the pandemic antibac had gone from being a nice-to-have, to an absolute essential. So we wanted to celebrate the hands who needed this product the most at the time – those of our superhero frontline workers.

Through a 60-second TVC, video interviews and portraits, we shared the incredible stories of key workers from across the country. Our film was a direct, emotional tribute to these incredible people. No tricks, no gimmicks – just humanity at its very best. From a NHS emergency call handler who helped a first time father deliver his baby over the telephone, to a supermarket worker who pulled all-nighters to ensure everyone had access to food.

The results

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In just one national publication the campaign received 127,000 views, whilst it was covered across categories in Cosmetics industry publications and more, gaining impressions across the world.