For Care/of’s New Year campaign, we moved beyond resolutions to celebrate the you that already exists—the one who braves level-five spice, powers through half-marathons, and explores the world (minus the travel bugs). Instead of pushing drastic change, we focused on feeling your best as you are, with personalized vitamins to support every pursuit. Through playful, conversational copy, the campaign reinforced a simple idea: when you feel your best, you can feel your youest.

CAMPAIGN • SCRIPTING • ASSET COPY •