Title: One in a Million – Vicks #TouchOfCare
Client: Vicks (P&G)

Under the enduring #TouchOfCare platform, Vicks set out to tell a story that wasn’t just emotional, it was essential.

"One in a Million" is a social film inspired by the extraordinary journey of a young girl living with a rare skin condition, Ichthyosis, and the unbreakable bond she shares with her mother. Against a backdrop of stigma, pain, and isolation, the film shows how a mother’s unconditional care becomes a powerful force
of healing.

At a time when brand storytelling often avoids uncomfortable truths, we leaned in. No actors. No embellishments. Just a real story, told with respect, restraint, and heart. The film sparked a national conversation around inclusion, compassion, and invisible conditions - while reinforcing Vicks’ core belief: where there is care, there is family.

A million stories of care exist. But some, like this one, deserve to be seen.