One A Day Multivitamin – “One Day” New Years Campaign Art Direction
The Opportunity
One A Day needed a New Year’s social-first campaign to promote One A Day Women’s Multivitamin during a season dominated by goal setting and self-improvement. The opportunity was to position the brand as a supportive, realistic part of that moment, not another demand added to already full routines.
The Challenge
New Year’s creates peak pressure for women to overhaul their daily lives. While 64 percent feel pushed to add new habits, only 22 percent stick to their goals beyond January 17. Most wellness messaging asks women to do more, when what they actually need is simplicity and consistency.
The Solution
We reframed One A Day as the small daily action that supports long-term “One Day” goals. The social-first campaign featured four short films highlighting women with different aspirations, including travel, sport, and skincare, unified by a single hero message. Each asset paired aspirational goals with grounded daily moments, positioning the product as an easy, natural addition to existing routines rather than a disruptive change.
The Impact
The campaign generated over 2 million impressions, successfully cutting through New Year’s noise with a message rooted in ease, consistency, and realistic progress.
