Vicks Vaporub: acts of love turned into digital campaigns
Mashfrog produces the Social and DOOH campaign for VML on behalf of Vicks Vaporub, focusing on emotional storytelling and attention to detail.
Mashfrog Group recently collaborated with VML on a new campaign for Vicks Vaporub, aimed at strengthening the connection between the brand and Italian families. The project saw the Content & Creative Solutions Business Unit engaged in the creation of content designed to evoke empathy and a sense of closeness with consumers.
Mashfrog handled the production of the campaign content, based on the creative concept developed by VML. Directed by filmmaker Danae Mauro, the campaign consists of three 10-second mini-videos - currently live during the winter months - designed for both social media platforms and DOOH (Digital Out Of Home) formats.
The three videos showcase intimate, family-oriented scenes, illustrating the application of Vicks Vaporub before bedtime. Each scene highlights the warmth and love with which a parent cares for their child or themselves: a mother reads a bedtime story to her daughter, a father lovingly tends to his child, and finally, an exhausted father applies the product to himself. These moments are meant to portray the use of Vicks Vaporub as an act of love and care, both for loved ones and for oneself.
Filming took place in a villa in Rome, chosen as the location to recreate a warm and welcoming atmosphere. The set design was carefully crafted to reflect the brand’s colors and convey a sense of authenticity. Each child’s bedroom was decorated to reflect their individual interests and passions, making each scene unique and personal.
