ALEX MARTORELLA

Airborne

Reckitt Benckiser tasked us to create an overarching campaign for their new Airborne product, Airborne Plus Beta Immune Booster.

The challenge? Consumers were already using immune support that works for them. We had to make our target audience re-evaluate their current option by thinking bigger picture. By touting Airborne's new immune-boosting ingredientcombined with its signature blend, we encouraged consumers to keep doing the things they love—the things they were 'borne to do.'

I concepted and wrote the TVC—that is currently being aired on all major networks—as well as the digital and out-of-home advertising. I also remained heavily involved in the entire campaign process from conception through execution.