In a bid to draw attention to the efficacy of its popular Vaseline brand, Unilever has driven two huge lips made out of clay around different parts of the world.

One of the pairs of lips is treated with the product Vaseline Lip Therapy, while the other is left natural. The marketing strategy proposes to showcase how different weather conditions around the world affect the lips, with the treated pair remaining unchanged after the experiment, while the natural ones look dry and cracked.

There is a video to accompany the campaign, hosted by the Vaseline brand’s YouTube channel, while the company has undergone an extensive media campaign to surround it such as digital, PR and social activity. The hashtag #healthylips is also promoting the video.