To bring the strategy to life, we created Centrum’s first truly sharable campaign. Centrum’s message of feeding each of your microscopic, albeit hungry cells, was a perfect fit for a new, snackable campaign—quite literally. Designed to remind consumers to feed their cells daily, spots were created around Hue & Cry’s meticulously crafted miniatures. Videos showcase Centrum product, naturally, however, it’s the first time Centrum’s ever been found inside tiny pizza boxes, itty-bitty Chinese takeout containers, and—just for the millennial set—mini mason jars. The spots, 5 in total, air on YouTube and Facebook. The campaign garnered over 4.5MM views in the first two weeks.