#Stillgotit

Background

In a youth-obsessed society, the middle-aged were rarely seen in the media. They were often left feeling invisible and irrelevant or saw themselves portrayed with unflattering stereotypes.

Centrum was a multivitamin brand which wanted to show that older folks 'still got it'.

They set out to encourage people who had experienced life and love to use #StillGotIt to share how they were keeping active, whether on the court, on the stage or wherever their talents took them.

The viral video campaign was the first- ever social-driven campaign created for Centrum and a first for the category.