ChapStick
The truth is out there…
No one has ever finished a full tube of ChapStick. Ever. It’s always suspiciously missing right when you need it. But where does it go? Another dimension, abducted by aliens, something more sinister? We may never know. The following serves as a brand awareness campaign highlighting this universal insight.
Out of Home
Posters detailing instances where ChapStick disappeared paranormally appear across several major cities.
A number on the posters would direct callers to a hotline where they could report their own lost ChapStick.
Street mockup
Calling the number on the posters leads you to this hotline,
Viral videos
Clips of vanishing ChapStick will be leaked and picked up by influential YouTubers
Wikipedia page
A Wikipedia page furthers the conversation as to why ChapStick is lost so frequently, and what these videos and posters mean.
Craigslist
Random posts on Craigslist’s Lost and Found reinforces the idea that ChapStick really is vanishing in bizarre ways.
Social Media
Chapstick finally acknowledges people are often, and bizarrely, losing their ChapStick by
introducing the Got-Your-Back pack.
Art Director: Sabrina Cavanagh