CSM commissioned Kindred Communications to conceptualise and produce a film and photography campaign for the release of Vaseline’s first ever lip gloss.
CSM’s strategy centred around friendship and trust and Kindred were asked to create a scenario that combined and explored these narrative threads.
Snapchat were the channel of choice for launch.
Kindred worked closely with SnapChat’s in-house team to craft messaging across all assets delivering maximum impact on the platform throughout the campaign.
Partnering with Love Island winner Dani Dyer, Kindred founders Sam Orams and Russell Owen, devised a scenario whereby the mirrors were ceremoniously removed from the studio during filming and photography.
With the mirrors gone Dani and her friends were at first shocked, then delighted as they realised they could rely on each other for hair and makeup advice and trust each other to pick the right outfit and glam for the shoot.