Our goal for the execution was to keep the original masterpieces as unaltered as possible. To do so a numbers of techniques were employed. We started by sourcing and scanning original film negatives of the three paintings.

Once the images were brought into a digital universe, we used a mix of 3D and photo manipulation to leverage the existing cracks and incorporate new ones. Lastly, we painted several lips on canvas, using the same techniques the original artists did and later incorporated them in the final painting.

Given its short time in publication, we don't have in-market results at this time. However, early indicators point to strong performance. Millward Brown PreView testing tells us that the Masterpiece campaign

- Hooked viewers attention

Highly attention-getting with Active Involvement and Stopping Power exceeding Action Standards - “Ad was striking and dramatic”

-Delivered clear comprehension

“The lips appeared soft and supple compared to the rest of the face which was dry and cracked”

“The painting was cracked, making you feel the lips should be dry too, but Vaseline healed them”

-Kept it simple

The eye could quickly navigate the ad

-Had a fresh idea

Ad proved to be engaging, unique and different than other ads

-And created brand memorability

Consumers remembered this as an ad for Vaseline Lip Therapy

Healed lips facilitated the association of Vaseline with healing power

Additionally, enthusiasm for the product is exploding on social media.