Australia – Vaseline has launched a TikTok short film campaign with creator agency Amplify, enlisting emerging filmmakers from Australia and South Korea to showcase its lip care range in fun, unexpected ways.
The short film campaign follows characters in unexpected, extreme scenarios—like being trapped in a freezing jail cell or inflating 1,000 balloons—integrating Vaseline’s lip care range as part of the narrative.
The campaign features creators Mon & Han and Molly McCrann from Australia, alongside videographer YCN and duo Jin and Hattie from South Korea. Each brings a distinct storytelling style, using creativity and humour to highlight Vaseline’s lip care benefits in unexpected ways.
In just 48 hours, the short films have amassed over 300,000 organic views, highlighting the power of creative content to engage audiences beyond the brand’s existing reach.
Rolled out like a drama series, the campaign includes teasers, short films, behind-the-scenes clips, and reaction videos. Updates can be found on the @VaselineANZ and @Vaseline_Korea TikTok profiles.
Hayley Adams, group operations and growth manager at Amplify, shared, “This campaign has been about creating stories that resonate rather than just showcasing a product. Working with Vaseline to bring fresh creative perspectives to life has been a rewarding process, and we’re excited to see how audiences respond.”
Beyond the short films, Vaseline is also supporting emerging talent through a film school initiative in Australia. The grant-funded competition selected Emma Smith and Damon van der Schuit, filmmakers and actors from Alice Springs, as winners, with their short film now in production. Sydney filmmaker Lara Brighton received an honourable mention for her playful, pop culture-inspired entry. The initiative further underscores the campaign’s focus on fostering creativity and storytelling.
Hui Su Li, assistant skin care manager at Unilever International, commented, “Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways. The process of co-creating with film producers, creators and creative minds from TikTok and Amplify has been extremely synergistic, and we’re looking forward to seeing how audiences connect and engage with these stories.”
