Soft Lips No Matter The Season.

The Challenge: People’s lips are dry. They have lips that require more moisture than their face. They’re looking for a product that helps calm, soothe, and instantly heals their dry lips. They may not know that Vaseline Lip Therapy is good through all seasonal weather.

My Idea: Minimal words. Maximum intimacy. This spec campaign softens the tone of beauty advertising to reflect Vaseline’s quiet confidence. Inspired by the vulnerability of touch, I wanted my copy to explore how softness can be strong — and how lips, like words, can leave imprinting marks.

My role as a Copywriter for this Spec Ad Campaign was to create an awareness push and promote that the Lip Therapy Collection is a necessity for every season. I did this through OOH, Email, and Paid Social Media, as I was able to tell a story that was concise, compelling, and emotionally resonant.

John Nuñez (Copywriter), Brian Reyes (Graphic Designer)