The Last Barf Bag
DRAMAMINE · 2024
9 awards: Cannes · London International Awards · El Ojo de Iberoamérica · Clio Awards · +5 more
Strategic insight
The campaign inverts the product claim: instead of talking about nausea prevention directly, it mourns the obsolescence of nausea's most iconic symbol. This indirect proof of efficacy—the barf bag is dying because Dramamine works—lands harder than any direct benefit statement.
Earned Reach
The campaign generated 660 million impressions in three weeks, with paid media adding 3 million more. The documentary achieved Official Selection status at Tribeca Festival and attracted interest from airlines for in-flight entertainment, extending reach beyond paid channels into premium cultural and travel contexts.
The Format
The campaign's core architecture—a full-length documentary, physical museum exhibit with levitating displays, and functional e-commerce platform—transforms a niche product obsession into three distinct mediums that each reinforce the same strategic claim without ever directly naming nausea prevention.