Creating optimism across a broad spectrum of products and brands.
Brand Campaign
2021-2022
A main challenge in creating a updated brand aesthetic and story for Johnson & Johnson was that it needed to simultaneously embrace the family-known brands and yet be divergent enough to change people's minds about some of the negativity the brand had been receiving.
The approach was to use granular storytelling to isolate everyday products from the brands we know and love within the J&J family and elevate those stories to showcase the sum of their parts. For example, a social carousel highlights how every product has played a profound role in our lives: "Here when you're ready to take a big step" highlighting Nicotine patches, to "Here when the steps are too big" to show Bandaid brand. No matter where you are in life, J&J products have been there for you.
Would it be enough to tell our story in a more compelling way, with a new look? Ultimately, the company decided to completely rename the company and took inspiration from the content and direction provided during this pitch. The Life-Changing campaign was a success in that it inspired what we now know as Lilly, and the campaigns that have subsequently launched. I am proud to be a part of the team that delivered such a profound story and way to look at the family of brands as a wholistic part of health that is inspired by everyday life.
