For 60 years, Tylenol has been serving and supporting all families. But our consumers today see “family” as something different from how their parents or grandparents lived. In 2015, Tylenol showcased that while families may look and act different, we all still share the same fundamental values that create an enduring family bond. By celebrating the modern family and sharing all the ways we do family today, we proved that family is not about who you love but how.
Tylenol wanted to voice their position about the inherent value of all families as strongly as possible. From the name of the program to each element published, everything was designed to provoke thought and solicit dialog. A wide array of press covered the campaign and huge numbers of regular families engaged in the discussion about what matters most when it comes to family.
In the weeks before the Supreme Court on marriage equality, we compared the milestone moments normative and non-traditional families experience in the creation of their families. Our director, Dustin Lance Black, explained the campaign in a behind-the-scenes video shared in PR and on social media.
With our media partners, we created thirteen documentary films, each featuring a unique family, all showing that however your family does it, all families deserve to be celebrated.
We scoured YouTube and edited a universal holiday celebration video to conclude the year-long effort.
Shortly after launching their channel, I was asked to guide the tone and content. We used a combination of lovely copywriting, stock photography, stills from our youtube content, and original tabletop shots. While the assigned strategy of promoting product messages and organically featuring lifestyle never resulted in major follower growth, it did establish a strong voice for the brand.
ROLE: Creative Direction TEAM: Itai Inselberg, Sean Ellman, Kate Carter, Logan Betsch, Dave Wasserman