When a skincare brand decides to venture into the world of gaming, it’s bound to be something unique. With Screen Block, its latest innovation, Vaseline makes a bold move by teaming up with Umi Games, Ogilvy Canada, and Ogilvy Singapore to raise awareness about the dangers of blue light exposure. And to do so, they’ve entered the world of Fortnite, one of the most popular user-generated content (UGC) modes: Go Goated. This is a clever marketing move that blends education, prevention, and gaming immersion.
We all know that the sun is harmful to our skin, but what many still don’t realize is that blue light emitted by screens can also have detrimental effects. According to a study shared by Vaseline, 64% of people are unaware of the risks posed by this daily exposure. Blue light rays penetrate the skin even deeper than regular UV rays, causing premature aging and loss of elasticity.
It was from this realization that Vaseline decided to act by creating Screen Block, a product designed to protect against this invisible but very real threat. To reach the most affected audience – gamers – the brand didn’t settle for a traditional campaign; instead, it integrated its product directly into Fortnite, where millions of players gather every day.
This move is especially logical when we consider that 25% of gamers play more than 40 hours per week, and professional players can spend up to 12 hours a day in front of screens. An ultra-connected and highly exposed population, making them particularly susceptible to this new health concern.
Rather than relying on ads or intrusive marketing, Vaseline chose an in-game activation. In partnership with Umi Games, the brand introduced Screen Block in the popular Go Goated mode, one of the most well-known UGC maps in Fortnite. The idea? To make the importance of protecting one’s skin visible and tangible, without breaking the game’s immersion.
In this highly competitive environment, players can now experience Screen Block as a true accessory, reinforcing the idea that self-care can be a part of the gaming lifestyle. It’s a subtle yet intelligent way to send the message: you don’t have to leave the game to think about your health.
Francesco Grandi, Creative Director at Ogilvy Canada, perfectly sums up the challenge: "This isn’t just a campaign to raise awareness; it’s a product that truly protects. It’s a gaming accessory that we’d love to see in every setup."
And the campaign doesn’t stop there – it is backed by significant promotional support, including in-game integrations and partnerships with influencers, further amplifying the message to younger audiences.
With Screen Block, Vaseline isn’t just jumping on the gaming bandwagon; it’s offering an innovative and relevant approach, one that positions digital wellness as a central issue. By launching the product first in Thailand – a country at the forefront of product innovation and gaming – Vaseline also demonstrates its ability to tap into emerging markets and test campaigns in highly receptive environments.
This campaign also marks an interesting evolution in how mainstream brands are integrating into the gaming universe. Instead of pushing traditional ads, they’re adding value, which is more engaging, credible, and in tune with the expectations of a generation accustomed to interaction and immersion.
In conclusion, Vaseline has set a great example of useful brand entertainment. The strategy combines storytelling, product innovation, and gaming to communicate a real public health message, all while staying true to the cultural codes of the moment without being heavy-handed.
