BBH Asia Pacific (Thailand) won Gold for their campaign “Worst Face Scenario” at the APPIES Asia Pacific 2016.
Campaign synopsis:
Vaseline Men is an established facial grooming brand in Thailand with an equally established face moisturizer business.
However, the low penetration of male face moisturizers meant that the single most important challenge was building the category.
Leveraging the brand’s healing proposition, Vaseline Men re-framed the category conversation from skin darkening to damage.
To convince men about damage, Vaseline Men showed men the worst their skin could get under prolonged sun exposure: Their personal Worst Face Scenario.
The result: 218% increase in turnover, 180 bps MS increase and organic increase in appeal – from single market to a globally activated campaign.
Credits:
Agency: BBH Asia Pacific
Thomas Wagner – Senior Account Planner
Christianne Pena – Business Director
Sabine Dicarmine – Account Director
Tinus Strydom – Creative Director
Client: Unilever
Richard Kohler – Global Vaseline Brand Development Director
Dhiren Amin – Global Vaseline Brand Development Manager
Sam Sangeun Bae – Global Vaseline Assistant Brand Development Manager
Presenters:
Thomas Wagner – Senior Account Planner, BBH Asia Pacific
Richard Kohler – Global Vaseline Brand Development Director, Unilever
APPIES Asia Pacific 2022 will be hosted by Malaysia!
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.
Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
For more details visit https://appies.asia/
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