CHALLENGE
People take vitamins as a preventative health measure but don't feel immediate benefits after taking them, so they often forget to do so or stop taking them altogether. We needed to shake up a stodgy category and give consumers a new reason for them to take their vitamins every day.
SOLUTION
We realized that people's biological age rarely matches their mental one, but society surrounds them with built-in stereotypes about age. So we challenged them to act as young as they feel, and use Centrum to help keep them feeling vital enough to do so.
ECD: Israel Diaz
CD: Darcy Maloney
Writer: Brent Turnbull
Art Director: Marilyn Davis