Pass the TUMS
SOCIAL CAMPAIGN
The Challenge: Ahead of Super Bowl Sunday, fans meticulously plan their spread of snacks. But few (just 1 in 4) plan for consequences: heartburn. ❤️🔥
The Solve: Intercept heartburn on game day by inspiring fans to pass the TUMS. From making TUMS as passable as possible to challenging social audiences to pass the TUMS in creative ways, we laid out a key play to make the most out a watch party.
The Burn Ball
To make TUMS as passable as possible, we created a first-of-its kind heartburn relief delivery device: a football that loaded with TUMS Chewy bites. It's also couch-gap proof, beer-resistant, and THE most aerodynamic shades of blue. Obviously.
Pass the TUMS on Social
From influencer partnerships with viral trick shot creator @Airrack to a TUMS Passing Coach to creative ways to Pass the TUMS, we set out to inspire fans to do their darnedest. After all -- friends don't let friends suffer from heartburn.
Retail
To remind fans to stock up on their TUMS at the point of sale, Pass the TUMS made its way into retailers nationwide ft. my illustration chops.
Role
Ideation
Art Direction
Illustration
Collaboration With
Dentsu Creative - Agency
Bridget Jewell - ECD
Matthew Mortimer - GCD
Andrew Gonzalez - CD
Nick Lee - Senior Copywriter
Street Factory - Prop Prod Co.
Neal Reiter - Director of Photography
Kelly Bray - Motion Designer
Kaitlin Loftus - Content Creator