Our job was to help CVS tell their story to the world-including Wall Street, Capitol Hill, as well as C-suite exes who control health decisions. It began with a new name for the parent company: CVS Health, a new logo and tag line: HEALTH IS EVERYTHING, and a dramatic TV campaign, shot by Jake Scott, that laid out the brand position in prime time media. At the same time, we created print ads, posters for the airport terminals, digital banners and an event at Bryant Park, with a 50-foot-tall cigarette that crushed itself into a giant ashtray. The campaign launch stimulated thousands of tweets and posts, including one from first lady Michelle Obama.