profile / documentary / product

Vaseline wanted to capture the spirit of elderly Singaporeans who have dedicated their lives in pursuit of their craft. As an established brand, the film aims to convey the brand’s strength as a trusted skin-care product through a real life profile story.

Unilever / Viddsee

We wanted to stay true to the brand's enduring values, thus street casting was the way to go. We needed real profiles who could represent the brand values of strength and perseverance.

We found ourselves combing the streets and that eventually led us to Mdm Lee, a 2nd generation knife sharpener based in Chinatown. The documentary approach gave us flexibility to explore Mdm Lee's story and capture her tenacious spirit within the film.

Results? The social documentary became part of an integrated branding campaign supported by paid placements in the print edition of Zaobao. It has proved to be an engaging hit with audiences, achieving over 450,000 views since launch, and have an average completion rate of 70% across Facebook, YouTube and Viddsee.com.

As featured on The Drum & Campaign Asia.

Vaseline wanted to capture the spirit of elderly Singaporeans who have dedicated their lives in pursuit of their craft. As an established brand, the film aims to convey the brand’s strength as a trusted skin-care product through a real life profile story.

Unilever / Viddsee

We wanted to stay true to the brand's enduring values, thus street casting was the way to go. We needed real profiles who could represent the brand values of strength and perseverance.

We found ourselves combing the streets and that eventually led us to Mdm Lee, a 2nd generation knife sharpener based in Chinatown. The documentary approach gave us flexibility to explore Mdm Lee's story and capture her tenacious spirit within the film.

Results? The social documentary became part of an integrated branding campaign supported by paid placements in the print edition of Zaobao. It has proved to be an engaging hit with audiences, achieving over 450,000 views since launch, and have an average completion rate of 70% across Facebook, YouTube and Viddsee.com.

As featured on The Drum & Campaign Asia.

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