Making a big impression in the Big Apple for Rx delivery

People are busy. It’s true all over the world, but nowhere is it truer than in the city that never sleeps—which made it the perfect place for CVS to launch its same-day prescription delivery. This required a campaign that could keep up, so CVS looked to us to spread the word to some of its busiest customers, empowering them to get their Rx delivered so they could do more with their day.

The concept needed to clearly communicate the simple, single idea of Rx delivery and we chose to use the brand’s iconic prescription bag as the perfect vehicle to help do so. In addition to the bag on wheels, we designed hundreds of unique illustrations depicting New York City from bridges and skyscrapers to food carts and even a King Kong cameo.

Quippy content encouraged people to give their MetroCard® a break and offered up playful reasons why they shouldn’t venture out into the city when they could get free, fast delivery right to their door. And quickly, the campaign grew into a citywide takeover, meeting people on the move in Times Square, Madison Square Garden, Columbus Circle, Grand Central and Penn Station.