Young Ones Student Awards
The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.
Learn more about Young Ones 2026
Category
Vaseline / Integrated Campaign
Annual ID
YO25_O068B
Rather than demonstrating the hundreds of situations where Vaseline is a great life hack, we decided to focus on the ONE situation where it isn’t: sex.
As it turns out, when Gen Z thinks of Vaseline, their minds go to one surprising question: can Vaseline be used as lube?
We’ll utilize this misperception to position Vaseline as the ultimate lubricant for anything — besides sex.
Partnering with OnlyFans creators, who are no stranger to sexual misperceptions, we’ll build hype for the launch of Vaseline’s own OnlyFans page.
Upon launch, it will be revealed that none of our content is sexual. Instead, we’ll demonstrate the full range of Vaseline’s uses by showing how OnlyFans creators use it to hack their hobbies outside the sex industry. Not only will our campaign grab the attention of Gen Z, but it will also reintroduce Vaseline to the world as a cultural icon for sex positivity.
As it turns out, when Gen Z thinks of Vaseline, their minds go to one surprising question: can Vaseline be used as lube?
We’ll utilize this misperception to position Vaseline as the ultimate lubricant for anything — besides sex.
Partnering with OnlyFans creators, who are no stranger to sexual misperceptions, we’ll build hype for the launch of Vaseline’s own OnlyFans page.
Upon launch, it will be revealed that none of our content is sexual. Instead, we’ll demonstrate the full range of Vaseline’s uses by showing how OnlyFans creators use it to hack their hobbies outside the sex industry. Not only will our campaign grab the attention of Gen Z, but it will also reintroduce Vaseline to the world as a cultural icon for sex positivity.
2025 Awards
Total Points: 9
Student Bronze Pencil
Credits
Art Director
Smera Dhal
Nico Morris
Copywriter
Joe Wint
Strategist
Joy Zhou
College / University
VCU Brandcenter / Richmond
Creative Brand Manager
Caleb Mayer
Experiential Designer
Yanna Nguyen
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