Tylenol #HowWeFamily

To promote Tylenol as a progressive family brand, we launched its #HowWeFamily campaign that supported family equality. It was teased in Thanksgiving 2014 with a recreation of Norman Rockwell's Thanksgiving painting using real diverse families, told through online documentaries.

It then launched with the TV spot "Portraits", supporting gay marriage in June 2015 days before the Supreme Court's decision. The spot was directed by Dustin Lance Black, the screenwriter for the film Milk.

10 more documentaries followed online, each showcasing a different diverse family. Immigrant families, same-sex parent families, parents with transgender children were part of the 10.

The project won at One Show Screen, a Clio and an Effie.