In a major coup, Ogilvy Singapore has won the Grand Prix in the Cannes Glass: The Lion for Change category for Vaseline’s ‘Transition Body Lotion’. This marks the first time a Singaporean agency has been awarded a Grand Prix at the Cannes Lions.
togetherbe contacted Reed Collins, 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.”
There were two Silver Lions awarded to Asia in this category – both to India. Leo Burmett India won forLays “Project Farm Equal” at TGTHR Mumbai won for Harpic Loocator “#BeFreeToPee”.
