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In collaboration with Art Director Jacob Folta
Background: Aquaphor has built its reputation as a doctor recommended solution that protects and heals compromised skin. Because the brand stands for relief, resilience, and everyday protection against environmental stressors, it’s uniquely positioned in conversations about maintaining vulnerable skin before and after damage occurs.
Insight: Most people are reactive with personal care and do not think about it until something feels dry, irritated, or uncomfortable. People think of their lips as something aesthetic on their face instead of an essential body part.
Strategy: Reframe lips as an essential part of everyday health that deserve protection, not just enhancement.
Video Ad
Outdoor Ads
We’re not covering up cracks in walls and sidewalks, we’re using them. By placing a simple pair of lips over surfaces that are already splitting and weathered, we turn everyday deterioration into a quiet warning. As the cracks deepen over time, so do the lips, making it impossible to ignore what neglect actually looks like and why a small swipe of lip balm can make all the difference.
Experiential:
Crack In Case of Emergency
We placed small “crack in case of emergency” boxes filled with Aquaphor Lip Repair in cities known for extreme weather. When cold or harsh conditions catch people off guard, these little stations offer instant relief and comfort, turning a moment of discomfort into a reminder that caring for your skin doesn’t have to wait. It’s exactly the kind of everyday protection and support Aquaphor is all about.
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