CHAPSTICK

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.

No one will know these pieces of information are coming from ChapStick.

YOUTUBE - VIRAL VIDEOS

Clips of vanishing ChapStick will be leaked and picked up by influential YouTubers.

OOH POSTERS (TEASERS)

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.

PLANE BANNER AD

HOTLINE

If you call the number, it will lead to The Vanishing ChapStick Hotline.

00:00 / 01:04

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

ChapStick (the company) finally acknowledges people are often, and bizarrely, losing their ChapStick by introducing the Got-Your-Back Pack.

PACKAGING