Let’s Redefine Age - 360 Campaign
How do you turn an irrelevant brand into something people care about? I decided to take a stand with their core consumers. Ageism is a prejudice that is still widely accepted. Yet, every day Rite Aid helps millions of people over 50 feel their best, so they can accomplish their goals and defy age expectations. It was only natural that Rite Aid become a proud supporter of the anti-ageism movement. Through this launch campaign, I elevated Rite Aid advertising to new heights.
Role: Executive Creative Director/Copywriter
Launch - New York Times Full Page Ad
Film
Social, OOH and Print
AGEIST BIRTHDAY CARD REMOVAL - PR
Why is it still okay for older people to be a punchline? It’s notoriously done in birthday cards, so we worked with Rite Aid to take these cards off the shelves and replace them with cards that put a positive spin on aging.
