The Jolly Jelly
Joint Project - IED Milano - Bachelor of Arts in Communication Design
Academic year
2024/2025
How can you explain to Gen Z that Vaseline is not just a simple gel, but a multifunctional icon capable of solving a thousand problems with a single gesture? The answer is simple: by not talking about it at all.
The only way to do this was to play the most unexpected, ironic, and chameleon-like card: the jolly card.
The Jolly Jelly is a campaign that tells the 101 uses of Vaseline through 101 brands, 101 packaging designs, and 101 advertising campaigns. Every product is actually a disguise, every ad a performance: behind it all, always and only Vaseline.
In a world where excessive consumerism pushes us to constantly seek "the new," the students of the Bachelor of Arts in Communication Design decided to ride that very wave with a twist: proving that the most useful product is the one that already exists.
With intelligence and humor, this campaign exposes the promise of endless solutions, bringing the focus back to what truly matters. Because Vaseline is not just another product on the market: it is the most iconic and versatile jelly of all time.
Project by: Progetto di: Alessandro Ciavarelli Macozzi, Paolo Lancellotti, Sara Longoni, Arianna Mallone, Roberto Schettino, Federico Testa, Antonio Zampaglione
