- Innovation
- Marketing Communication
- Video
- Commercial
The project, created by VML and developed in collaboration with Mashfrog, aims to strengthen the emotional bond between Vicks VapoRub and Italian families by conveying messages of care, closeness, and attention through warm and empathetic visual storytelling. Launched during the winter months, the campaign seeks to highlight the value of small everyday gestures, turning them into a compelling narrative. Leading the production process is the Business Unit Content & Creative Solutions, which develops content designed to move audiences and build genuine connections.
A project that tells the story of care in everyday life
The campaign comes to life from a creative concept developed by VML and turned into three 10-second mini videos, directed by Danae Mauro. The content was designed for multi-channel distribution, with formats optimized for social media and the DOOH (Digital Out Of Home) circuit, ensuring a constant and recognizable presence.
Each video captures an intimate moment from the evening routine: a mother reads a bedtime story to her daughter, offering warmth and reassurance; a father gently applies the product to his child with care; another father, after a long day, takes a moment to care for himself. Through these scenes, the campaign highlights how love and attention are expressed through everyday gestures.
