Aleve asked the question, "Who Do You Take It For?" To find the answer, we developed a social-first video series profiling the real stories of hardworking people who rely on Aleve to show up strong for others.

We amplified Aleve’s support for hard-working Americans and showed how pain relief helps them show up strong through authentic content that honors the stories of our target audience.

To prove our concept, we launched our campaign with a pilot program in partnership with New York Nico. It was such a success that we created a video campaign that then went on to become a TVC in English and Spanish markets.

That same TVC of Marisela’s story then aired during the Telemundo Spanish broadcast of Superbowl LVIII.