Are you really a 90s kid if you never had Flintstones Vitamins growing up?

They’re rich in nostalgia as well as nutrients, but vitamins have come a long way since they first launched in the 1960s, and they needed an update.

FLINTSTONES VITAMINS – MADE FOR REAL GROWTH

How do you update a beloved brand still stuck in the Stone Age?

Over the course of a competitive pitch win, we hit on our insight that growing up is messy (not to mention utterly insane).

Both parents and kids face a ton of societal pressure, so the more we normalise being, well, normal, the better.

That’s when we landed on our campaign idea of “Made for real growth” – by embracing imperfection and not being afraid to f**k up, that’s how we grow.

Working with comedy director Matt Pollack and lifestyle photographer Vanessa Rees, we created film, social and out-of-home that celebrates the imperfect.