ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Verified
Agency Ogilvy Singapore / Singapore + FVSE - Music x Sound Agency / Singapore + Whitecoat Productions
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Category
Branded Content & Media Partnerships
Annual ID
OA25_MED001G
Background
Vaseline is the world famous, trusted skin healer. A pot of petroleum jelly can be found in practically every home on the planet and has been an iconic skin saviour for over 150 years.
But today, its resurgence is happening in an unexpected place: social media. Users and creators have rediscovered Vaseline through viral “hacks” on TikTok/IG, showcasing everything from slugging to makeup removal, generating billions of views.
Vaseline finds itself at the centre of this viral phenomenon, fuelling an unofficial, yet thriving world of user-generated 'hacks'.
While many of these hacks are inventive and inspiring, others veer into unsafe territory: using Vaseline for teeth whitening, inside eyes, or ingesting it, and most alarmingly, 1 in 5 users admit to using Vaseline Jelly for sex, which is unsafe.
This opened a critical gap. As the brand synonymous with petroleum jelly, Vaseline had a responsibility to step in; credibly and in a platform-native way.
Vaseline Verified is our timely intervention on social. By validating safe hacks and debunking misinformed ones through scientific testing and direct creator engagement, delivered in a true social-platform-native manner, the campaign allowed Vaseline to reassert authority in category and in culture.
Vaseline Verified did not just correct misinformation, it redefined how a heritage brand shows up in a creator-led world.
But today, its resurgence is happening in an unexpected place: social media. Users and creators have rediscovered Vaseline through viral “hacks” on TikTok/IG, showcasing everything from slugging to makeup removal, generating billions of views.
Vaseline finds itself at the centre of this viral phenomenon, fuelling an unofficial, yet thriving world of user-generated 'hacks'.
While many of these hacks are inventive and inspiring, others veer into unsafe territory: using Vaseline for teeth whitening, inside eyes, or ingesting it, and most alarmingly, 1 in 5 users admit to using Vaseline Jelly for sex, which is unsafe.
This opened a critical gap. As the brand synonymous with petroleum jelly, Vaseline had a responsibility to step in; credibly and in a platform-native way.
Vaseline Verified is our timely intervention on social. By validating safe hacks and debunking misinformed ones through scientific testing and direct creator engagement, delivered in a true social-platform-native manner, the campaign allowed Vaseline to reassert authority in category and in culture.
Vaseline Verified did not just correct misinformation, it redefined how a heritage brand shows up in a creator-led world.
Creative Idea
Social media fuels a thriving, yet potentially misinformed world of user-generated Vaseline ‘hacks’. These viral uses of petroleum jelly are inventive, ingenious, but not always safe or effective, like ‘using Vaseline for better sex’.
Our response: “Vaseline Verified”—a breakthrough media idea that transformed anecdotal trends into scientifically validated truths.
For the first time, our scientists tested viral hacks in the lab. When a hack worked, the Verified status was shared directly with the hack creators, rewarding their ingenuity with the Vaseline Verified badge and exclusive commerce opportunities and coveted trophies.
This breakthrough approach transcended conventional brand work by directly engaging creators. Our unexpected intervention positioned our voice firmly at the centre of this world of hacks, making the Verified status something that armed this thriving community with the right information.
Our response: “Vaseline Verified”—a breakthrough media idea that transformed anecdotal trends into scientifically validated truths.
For the first time, our scientists tested viral hacks in the lab. When a hack worked, the Verified status was shared directly with the hack creators, rewarding their ingenuity with the Vaseline Verified badge and exclusive commerce opportunities and coveted trophies.
This breakthrough approach transcended conventional brand work by directly engaging creators. Our unexpected intervention positioned our voice firmly at the centre of this world of hacks, making the Verified status something that armed this thriving community with the right information.
Insights & Strategy
Social listening revealed that Vaseline’s cultural relevance on TikTok and Instagram was being shaped by UGC and creators, not the brand.
These creative uses of petroleum jelly were sparking conversations, but they often carried misinformation.
The media strategy is to intercept and engage them inside the discovery moment.
"Vaseline Verified" was a response to engage them right at the point of their hack discovery.
We used our scientists as a media format, testing viral hacks and responding with platform-tailored, science-backed Verification. Validating what worked. Debunking what didn’t.
Inspired by social’s blue tick, Vaseline Verified icon became a badge of trust, offering creators recognition and rewarding them with affiliate benefits.
This wasn’t a media placement. It was media behaviour. We didn’t run next to the conversation, we inserted credibility within it. The strategy transformed Vaseline’s role in-platform: from a passive legacy product to an active participant in culture.
These creative uses of petroleum jelly were sparking conversations, but they often carried misinformation.
The media strategy is to intercept and engage them inside the discovery moment.
"Vaseline Verified" was a response to engage them right at the point of their hack discovery.
We used our scientists as a media format, testing viral hacks and responding with platform-tailored, science-backed Verification. Validating what worked. Debunking what didn’t.
Inspired by social’s blue tick, Vaseline Verified icon became a badge of trust, offering creators recognition and rewarding them with affiliate benefits.
This wasn’t a media placement. It was media behaviour. We didn’t run next to the conversation, we inserted credibility within it. The strategy transformed Vaseline’s role in-platform: from a passive legacy product to an active participant in culture.
Execution
"Vaseline Verified" came to life through a multi-platform strategy rooted in creator engagement, scientific credibility and earned amplification.
We captured Vaseline scientists testing viral hacks in the lab and created personalised video responses for creators, deployed directly on their native platforms (TikTok/IG).
These responses earned organic each as creators amplified the Vaseline Verified content themselves, engaging their communities.
To maximise reach and cultural relevance, we strategically Verified hacks at key cultural moments, like Verifying the Oscars’ Glambot hack from Cole Walliser and a Flamin’ hot lips hack created to beat the heat.
This was supported by a targeted social media plan to extend earned and organic reach.
The campaign scaled across multiple creator communities, far surpassing engagement benchmarks.
By reacting to trending hacks as they emerged, Vaseline Verified maintained cultural resonance and proved that science and social can co-create influence.
We captured Vaseline scientists testing viral hacks in the lab and created personalised video responses for creators, deployed directly on their native platforms (TikTok/IG).
These responses earned organic each as creators amplified the Vaseline Verified content themselves, engaging their communities.
To maximise reach and cultural relevance, we strategically Verified hacks at key cultural moments, like Verifying the Oscars’ Glambot hack from Cole Walliser and a Flamin’ hot lips hack created to beat the heat.
This was supported by a targeted social media plan to extend earned and organic reach.
The campaign scaled across multiple creator communities, far surpassing engagement benchmarks.
By reacting to trending hacks as they emerged, Vaseline Verified maintained cultural resonance and proved that science and social can co-create influence.
Results
We partnered with 17 creators, delivering tailored Verification responses on TikTok/IG generating 3.3M+ views within 3 weeks with our top creators outperforming platform engagement benchmark with over 10% engagement rate vs platform average of 4.07% (source: Brandwatch)
We capitalised on cultural moments, with real-time social responses to the Oscars' Glambot Camera Lens hack from Cole Walliser, which drove a +1293% surge in 'Vaseline hack' mentions.
When a creator posted a Flamin’ Hot Doritos hack, we responded directly—and turned it into a product collaboration that landed on-pack.
Across all content, Vaseline Verified achieved 63.3M+ total interactions, a brand record.
Ultimately, this platform-native execution helped Vaseline reclaim narrative control, drive engagement and guide users towards safer, social discovery of Verified information.
+13.9% Retail sales value growth in a 1 month period.
+43% Underlying Sales Growth on ecomm combined channels in a 1 month period.
7.1m organic views + reach.
We capitalised on cultural moments, with real-time social responses to the Oscars' Glambot Camera Lens hack from Cole Walliser, which drove a +1293% surge in 'Vaseline hack' mentions.
When a creator posted a Flamin’ Hot Doritos hack, we responded directly—and turned it into a product collaboration that landed on-pack.
Across all content, Vaseline Verified achieved 63.3M+ total interactions, a brand record.
Ultimately, this platform-native execution helped Vaseline reclaim narrative control, drive engagement and guide users towards safer, social discovery of Verified information.
+13.9% Retail sales value growth in a 1 month period.
+43% Underlying Sales Growth on ecomm combined channels in a 1 month period.
7.1m organic views + reach.
2025 Awards
Total Points: 30
Gold Award
Credits
Agency
Ogilvy Singapore / Singapore
Production Company
Whitecoat Productions
Music / Sound Production Company
FVSE - Music x Sound Agency / Singapore
Art Director
Luqman Daud
Associate Creative Director
Ria Ocampo
Chief Creative Officer
Marco Versolato
Nicolas Courant
Chief Marketing Officer
Leandro Barreto
Copywriter
Joseph Lim
Designer
Nicolas Damiens
Global Chief Creative Officer
Liz Taylor
Executive Strategy Director
Sumegha Rao
Group Strategy Director
Jasmine Lai
Senior Copywriter
Christina Wilson
Account Assistant
Cheryl Mong
Account Director
Shaun Lee
Asia Managing Director
Aanchal Sethi
Business Director
Mj Pena
Chief Creative Officer, Asia
Reed Collins
Head of Production
Gerri Hamill
Managing Director, WPP@Unilever
David Dahan
PR Account Associate
Cherie Tan
PR Account Manager
Jia Hui Lin
Madeline Tan
PR Director
Nyko Rodriguez
PR Senior Manager
Holly Black
Production Coordinator
Amni Rahwom
Project Manager
Jo-Ann Bok
Senior Account Director
Janna Jauhar
Joyce D'Souza
Senior Integrated Producer
Luke Pidgeon
Senior Print Producer
Gina Tan
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