Vaseline wanted to spread the message that without using their product, one’s skin would dry like leaves without protection and lose moisture easily.

So we used a billboard as the medium for an experiment that would provide proof.  We used real mango leaves , one side with Vaseline and another without.

This campaign started with a teaser that read “Sept 15 no more skin dryness”.  The billboard experiment was done over the course of 10 days from Sept 15-23.