Ogilvy team gets Social & Creator Grand Prix

SOCIAL media is fullof videos suggesting unexpected uses for Vaseline, but some of these hacks are unsafe.A campaign that saw the brand test hundreds of them and award ‘verified’ status to the ones that worked has now bagged its own award: the 2025 Cannes Lions Social & Creator Grand Prix. ‘Vaseline Verified’ was the work of Ogilvy, Singapore, and saw hacks from more than 450 creators tested in Vaseline’s labs.

Jury President Beth Keamy

The verified ones were boosted to become official ads, with trophies sent to those creators

to commend their work. The videos were also made shoppable using an affiliate scheme. A 43% sales increase and 63.3 million social interactions ensued.

“This work is not just a creative idea, but a creative brand platform that is founded in the feed,” said Jury President Beth Keamy, chief digital officer at TBWA\Media Arts Lab.

“This work acknowledged the duality of the internet. UGC can be as harmful as it can be helpful, and it leant into that and solved the problem with optimism and with joy.” Keamy said that the diversity of this year’s entries showed that “there is no one way for a brand to be social”, with the slate of seven golds — for work from the US (2), France, Brazil, the UK, Canada and India reflecting that.

“There was so much playfulness in our category this year,” Keamy added. “Humour, timing and nuance can cut through just as hard as big-budget work. We had quite a few low- or no-cost pieces of work that made their way to Gold... enabling brands to cut through the algorithm and cut through into consumers’ hearts.”