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Category
Events / Virtual
Annual ID
OS24_EX047M
About the Work
Thailand experiences a high number of burn patients daily, but the National Skin Bank lacks sufficient donations due to public unawareness.
Vaseline, a long-standing skincare brand with a strong presence in Thailand, partnered with prominent Thai gaming streamers to raise awareness and encourage skin donation registrations.
The idea: Popular gaming streamers, known for their understanding of the value of "skins" in their games, offered to trade their most precious in-game skins for viewers who pledged to become skin donors through the Thai Red Cross.
The campaign spanned across various platforms, including:
Online streaming by the partnered gamers, reaching millions of young viewers.
A dedicated YouTube video for wider public awareness.
Vaseline jars with campaign messaging to reach a diverse audience.
Results:
The campaign garnered significant social media engagement with 780 million impressions.
Video views on TikTok and YouTube reached 66 million.
Over 20,000 viewers engaged through the streamers' live sessions.
The Thai Red Cross received 30,000 new skin donor registrations.
The campaign facilitated the collection of 23,653 cm² of skin, enabling 6 life-saving skin graft procedures.
Vaseline, a long-standing skincare brand with a strong presence in Thailand, partnered with prominent Thai gaming streamers to raise awareness and encourage skin donation registrations.
The idea: Popular gaming streamers, known for their understanding of the value of "skins" in their games, offered to trade their most precious in-game skins for viewers who pledged to become skin donors through the Thai Red Cross.
The campaign spanned across various platforms, including:
Online streaming by the partnered gamers, reaching millions of young viewers.
A dedicated YouTube video for wider public awareness.
Vaseline jars with campaign messaging to reach a diverse audience.
Results:
The campaign garnered significant social media engagement with 780 million impressions.
Video views on TikTok and YouTube reached 66 million.
Over 20,000 viewers engaged through the streamers' live sessions.
The Thai Red Cross received 30,000 new skin donor registrations.
The campaign facilitated the collection of 23,653 cm² of skin, enabling 6 life-saving skin graft procedures.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Singapore
Media Agency
Mindshare / Khet Khlong Toei
Production Company
Polycat Visual Effects PTY ltd / Cape Town
Art Director
Bruno Andrade
Ria Ocampo
Chief Creative Officer
Marco Versolato
Nicholas Courant
Reed Collins
Copywriter
Anthony Mustard
Jerome Toh
Sandhya Mathura
Creative Director
Stephan Schwarz
Global Chief Creative Officer
Liz Taylor
Strategist
Mellita Angga
Strategy Director
Dilip Garga
Executive Strategy Director
Sumegha Rao
Account Director
Joyce Dsouza
Account Manager
Joey Lew
Asia Managing Director, Unilever
Aanchal Sethi
Assistant Brand Manager
Hui Shan Bay
Business Director
Mj Pena
Case Video Production
DOUBLE Y CO. LTD / Bangkok
Global Brand Vice President
Kathleen Dunlop
Head of Production
Gerri Hamill
Integrated Producer
Carolyn Ong
Managing Director, WPP@Unilever
David Dahan
Production coordinator
Nazurah Zulfakir
Senior Global Brand Director
Louis Piereck
Senior Global Brand Manager
Jeet Vijan
Senior Print Producer
Gina Tan
Thailand Brand Lead
Surachaidungthavi Ruthaipat
Thailand Brand Manager
Maleenont Navasinee
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