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06 / 11

See Less, Do More.

Vaseline x Diesel · 360 Campaign

Gen Z is considered the freest generation of all, but it is also one of the most inhibited when it comes to doing things because of the fear of cringe.

Together with Diesel, the brand with the most attitude of all, we created a life hack to hack the cringe: a movement where we invite people to pay less attention to what’s happening around them and do more of what they truly want to do.

We created the first edition of petroleum jelly, not for the skin, but for the cringe. People applied it on glasses, windows, mirrors and cameras to avoid seeing what they didn’t want to see.

Recognition: Selected in the ADC*E High Potentials gala, to be pitched at Club de Disseny de Barcelona
Type: Student Campaign, Miami Ad School Madrid
Creative team: Valentina Pérez, Polina Galina & Luis Panzano

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