Band-Aid turned 100 in 2020. So we set out to celebrate the brand and, of course, connect with consumers. But we also set out to celebrate consumers. Because the story is theirs as much as it is the brand’s. American families and caregivers have been helping “make it better” for 100 years. But that doesn’t stop private label brands and new competitors such as Welly from increasing competition for Band-Aid. Our goal is to get shoppers to choose Band-Aid over private label and new competitor brands. So we set out to remind the world that Band-Aid is the only bandage brand that can celebrate 100 years of care. The result, of course, is our “making it better” campaign, with our  panoramic, decades-spanning “medicine cabinet” spots at the center.

creative director: Chris Newkirk copywriter: Sam Dickson art director: Caitlin Seyfert director: Gary Nadeau production: Mark Aji for Lair & Robert Stocking