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← Back to IdeasOgilvy Singapore Wins Singapore's FIRST EVER GRAND PRIX AT CANNES
Ogilvy Asia’s Chief Creative Officer, who stated: “No better way to end the week of Cannes Lions with a Grand Prix. And just gobsmacking to discover that this is the first ever for Singapore. Incredibly proud of the brand and creative teams who spent 2 years making this important project a reality.”
Glass: The Lion for Change, which honours culture-shifting creativity, received 165 entries, and seven Lions were awarded: one Gold, two Silver and three Bronze and the Grand Prix went to ‘Transition Body Lotion’ for Vaseline Proderma Transition Body Lotion by Ogilvy, Singapore. The skincare brand formulated a new body lotion that was designed to help transitioning women who often experience skin challenges during hormone therapy.
Jury President of Glass: The Lion for Change, Cindy Gallop, Founder & CEO of MakeLoveNotPorn, Global, said: “Vaseline’s ‘Transition Body Lotion’ impressed the entire Glass Lion Jury with its demonstration of how driving social change is good business. The two-year R&D process conducted in close collaboration with the target customer on the principle of ‘Nothing about us without us’, the innovation of isoflavones, and the delivery of product efficacy while making its customers feel seen, respected and included represent a holistic approach to gender equality at its finest and made it an easy unanimous decision to award Vaseline the Glass Grand Prix.”
Vaseline Pro Derma Transition Body Lotion explicitly targets transgender women. The lotion was created in collaboration with Thailand’s transgender community. The transitioning process can have a negative effect on skin, and with Thailand home to one of the world’s largest transgender populations, the opportunity to create a new product specifically to tackle this issue arose.
The campaign garnered 158 million impressions in Thailand, and the product quickly sold out in many of the 670 Watsons stores. Purchase intent skyrocketed 725% above the benchmark, solidifying Vaseline’s commitment to inclusivity.
Louis Piereck, Senior Global Brand Director of Vaseline, said: “It’s not every day that the agency responds to a communication brief with a product idea. But when that product idea fits perfectly to your brand purpose, you just gotta do it.”
About Ogilvy
Ogilvy has been creating impact for brands through iconic, culture-changing, value-driving ideas since the company was founded by David Ogilvy 75 years ago. It builds on that rich legacy through Borderless Creativity – innovating at the intersections of its advertising, public relations, relationship design, consulting, and health capabilities with experts collaborating seamlessly across more than 120 offices spanning 90 countries. Ogilvy currently ranks as the #1 global agency network for creative excellence and effectiveness by WARC, signifying its ability to deliver creative solutions that drive unreasonable impact for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on LinkedIn, X, Instagram, and Facebook.
Media Contacts: Nikhita Sejpal / nikhita.sejpal@ogilvy.com