As a brand, Vaseline has been looking after our skin since 1870. More recently, in Thailand, it joined forces with the Thai Red Cross and the agency Ogilvy to raise awareness of an important issue: a lack of skin donors for people suffering burns and other injuries. The result was a collaboration with the gaming community, which places great value on “skins” – the outfits and personas they download to change their characters’ appearance. Vaseline began by deliberately deleting “skins” to initiate dialogue. Soon everyone was talking about the missing skins and the lack of skin donors. In the month that followed, the film of the project was viewed 18 million times, and 500,000 jars of special Vaseline were sold, with all the proceeds going to the Thai Red Cross.