Vaseline taps Mon & Han for new brand campaign
Vaseline has selected TikTokers Mon & Han for a new campaign which uses creativity and humour to showcase the brand's long-lasting moisturisation benefits in unique ways.
@vaselineanz Vaseline Lip Therapy - ready for every one of your best (or worst) ideas 🎈🎂 #VaselineLip #VaselineOriginals @monandhan
♬ original sound - Vaseline Aus & NZ - Vaseline Aus & NZ
The campaign features a number of fun scenarios involving the two TikTokers, such as blowing up thousands of balloons or a kissing scene from a movie. Videos from the campaign have already had more than 4 million views.
What they said: Hui Su Li, Assistant Skin Care Manager at Unilever International said: “Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways. The process of co-creating with film producers, creators and creative minds from TikTok and Amplify has been extremely synergistic, and we’re looking forward to seeing how audiences connect and engage with these stories.”
@vaselineanz When the Vaseline Lip Therapy is just too good 🫢 #VaselineLip #VaselineOriginals @monandhan @moldogaa
♬ original sound - Vaseline Aus & NZ - Vaseline Aus & NZ
The campaign was put together by leading Australian creator agency, Amplify. It also had a South Korean campaign execution where the brand used videographer YCN (@ycn_videographer) and Jin and Hattie (@hatjin).
Hayley Adams, Group Operations and Growth Manager at Amplify said: “This campaign has been about creating stories that resonate rather than just showcasing a product. Working with Vaseline to bring fresh creative perspectives to life has been a rewarding process, and we’re excited to see how audiences respond.”
Go Deeper: Mon & Han are best known for their mockumentary series "The Formal," which follows two girls planning their Year 12 formal and exploring their evolving relationship. The series has achieved significant success, with the first season alone attracting over 3.8 million views on TikTok. With support from Screen Australia, subsequent seasons have increased the series' total views to over 12 million.
The Vaseline campaign also included a film school initiative, offering aspiring filmmakers in Australia the opportunity to participate through a grant-funded competition. Emma Smith and Damon van der Schuit, two filmmakers and actors from Alice Springs have been chosen as the winners for Australia with their short film now in production. Honourable mention went to Lara Brighton, a Sydney filmmaker who also submitted a playful and pop cultured soaked entry.
The initiative reinforces Vaseline’s commitment to nurturing emerging talent and fostering creative storytelling.
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