Tylenol's Family Definition
Digital Activation • TV
What is it
As a family brand, Tylenol wanted to celebrate family inclusion. We partnered with the Miriam Webster Dictionary to expand the actual definition of the word "Family", by allowing users to enter whatever definition of family they see fit outside the classic "Mom, dad, and kids". A TV spot was created to launch the program, but alas, due to political conflicts the program was canceled the day before its launch.
Creative direction • Conceptualizing • Copywriting • Art direction