Ogilvy wins Cannes Lions Grand Prix for Vaseline, Viatris campaigns

At the 2025 Cannes Lions International Festival of Creativity, Ogilvy has won two Grand Prix and four Gold Lions for creative ideas that had an unreasonable impact for some of the agency’s biggest brand partners. Additionally, Ogilvy’s global creative network won 10 Silver and 9 Bronze for a total of 25 Lions.

“Vaseline Verified” for Vaseline, created by Ogilvy Singapore, won a Grand Prix in Health & Wellness. The campaign ingeniously transformed viral user-generated hacks into scientifically validated truths, showcasing Vaseline Jelly's boundless versatility. Recognizing over 6,000 organic social media posts, Vaseline tested community-sourced tips—from beauty tricks to practical solutions—in playful lab-style videos.

Successful hacks earn the "Vaseline Verified" seal, while myths are debunked, reinforcing authenticity and empowering consumers with dermatologist-approved applications. This clever approach celebrates community ingenuity and solidifies Vaseline's status as the “Wonder Jelly,” proving its enduring relevance.

Nicolas Courant, Chief Creative Officer, Ogilvy Singapore: “This campaign is about the people who’ve always found interesting new ways to use Vaseline in their lives. Winning this Grand Prix is a celebration of their ingenuity and love for the brand. We just listened, amplified their voices, and gave back the recognition they deserve."

“Make Love Last” for Viatris, created by Ogilvy Shanghai, won a Grand Prix in Pharma. "Make Love Last" is an unbranded art and photography project that highlighted three couples' personal experiences and challenges with intimacy.

Using time lapse photography that kept the project safe from censors, the three couples' stories launched on Valentine's Day and created an open conversation about intimacy online, all while cooperating with Chinese pharmaceutical advertising regulations.

Wei Fei, Group Executive Creative Director, Ogilvy Shanghai: "This is a tribute to love — and to all who poured their hearts into it, you are the reason love lasts.”

www.ogilvy.com

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