Vaseline caters to every skin. That's the mission of the brand. As a market leader in Thailand, the agency of Vaseline identified a skin deserving cohort: Transgender women. Although widely accepted in society, the 650,000 women have very specific skin issues. Vaseline took 2 years to develop the world's first and clinically tested body lotion. When it came to the campaign launch, we launched it with the absurd humour that characterises Thai advertising to take a light-hearted approach.

In A Day in Absurdia, we follow the path of a young transgender woman who gets on with her life, whistling all through the film. But some objects are either too big and too small, as a reminder that transgender women don't have any products made specifically made for them. The film is resolved by the appearance of the lotion.

The film resonated with transgender women, our target audience, who could identify their daily grind in a world that doesn't seem to take them into consideration. It reached not only them, but also the rest of the population - helping to change perceptions and their behaviour towards the transgender community. With it, Vaseline's brand mission of giving health skin for all was reinforced once more. Vaseline saw a gap, and filled it. Before, there were only body lotions for women and for men - we created a new category for an underserved community that had special skin needs.