SINGAPORE – ONE on ONE is an exclusive interview series by The One Club for Creativity and Adobo Magazine, spotlighting standout winners of ONE Asia Awards and The One Show, both part of the global nonprofit organization The One Club for Creativity.
More than a Q&A, it offers a rare behind-the-scenes look at the creative spark, strategic thinking, and cultural insight that drive award-winning work across APAC. By featuring diverse creative teams from around the region, the series celebrates innovation, collaboration, and ideas that push boundaries.
In this edition, we speak to creatives behind Transition Body Lotion by Vaseline— It is the world’s first skincare product co-created with transgender women to address the unique skin challenges they face during hormone therapy, like dryness, dullness, and hyperpigmentation.
Singapore
It was awarded the One Asia Creative Awards 2024 Best of Discipline in IP & Product Design. Additionally, at The One Show 2025, it received the Best of Discipline Pencil in IP & Product Design, four Gold Pencils, two Silver Pencils, and three Merits.
Below are the answers from Maggie Michella, Associate Creative Director at Ogilvy Singapore
One Asia: What was the one key insight that inspired the Vaseline Transition Body Lotion campaign?
Maggie: It all started with Vaseline’s core belief—Healthy Skin for All. And when we looked at Thailand, we saw something that really stood out. There’s a large transgender community there, and during their transition journey, hormonal changes can cause some serious skin issues.
The link to the work: https://www.oneclub.org/theoneshow/showcase/2025/-item/58186
One Asia: So regular lotions weren’t good enough?
Maggie: Yes. Standard body creams just weren’t cutting it. That single insight was the game-changer. It made us realize we needed to create something specifically designed to support their unique skin needs, which shows we’re walking the talk when we say, “for all”.
One Asia: What would it be if you had to pick just one aspect of the campaign that drove its success?
Maggie: I’d say the biggest thing was that it was real and permanent. This wasn’t just a flashy stunt or a limited-edition product. The lotion became an actual part of the Derma portfolio.
One Asia: So it wasn’t just about the message, but the follow-through?
Maggie: Exactly. That authenticity really landed. When we presented it to the Glass jury, what stood out was how it tackled a real issue, created a new business opportunity for the brand, and offered a tangible, lasting solution for the community. That one aspect: making it a real, lasting product, made all the difference.
One Asia: Was there a particular moment or story from the campaign that stuck with you?
Maggie: Yeah, actually, one that shaped everything. Initially, the plan was to create products for both sides of the transition—male-to-female and female-to-male.
One Asia: So, what changed?
Maggie: During R&D, we realized something surprising. Existing products were already doing a decent job of supporting female-to-male transitions. But there was a real gap when it came to male-to-female. That was the lightbulb moment. We knew we had to focus our efforts there. That insight totally shifted the direction of the product, and it took over two years to develop something truly meaningful.
One Asia: What’s one lesson from this campaign that you’ll carry with you into future projects?
Maggie: When you’re dealing with social issues, the brand must give more than it takes.
It means keeping the cause front and center and not letting the campaign overshadow it. You can’t just jump on a bandwagon. Authenticity is everything. You must show up in a way that contributes to the solution, not just talk about it.
One Asia: Can you share your next Vaseline campaign?
Maggie: Sure, it’s called Vaseline Verified, and it’s an exciting one. It reflects where the industry is heading. Social media and creators are the future, but the challenge is figuring out how to build a brand without taking away from a creator’s authenticity. This campaign got that right.
Link to the work: https://www.ogilvy.com/work/vaseline-verified-0
One Asia: What made it work so well?
Maggie: We sparked a real conversation between Vaseline scientists and a creator who had posted about using Vaseline on his dog. It wasn’t forced. It was already happening. We just leaned into it. Ads shouldn’t interrupt; they should amplify. Seeing creators proudly showing the Verified sticker is the most desirable goal for any brand.
One Asia: If you had to give one piece of advice for creating an award-winning campaign, what would it be?
Maggie: Stop recycling the same old stuff. Go after fresh ideas. Try new formats. Don’t just remix what’s already been done a hundred times. And whatever you create, it must feel true to the brand. If it doesn’t add real value or move the business forward, it’s just noise. Ideally, it should do both.
