Rhode Island International Airport: I.B.O.S.

If you’ve flown from Boston Logan Airport, then you’ve suffered from the gridlock and backed-up traffic on the drive there. We needed to tell New Englanders that there’s a better way to fly, so we came up with a term for that backed-up feeling: I.B.O.S., or Irritable Boston Syndrome. In a spoof of stereotypical pharma ads, we showed travelers how easy it is to combat this chronic flying condition. All they have to do is choose Rhode Island instead.

Shortly after launch, local GI doctors joined the conversation. When the white coats start weighing in, you know you’ve struck a nerve.

Role: Concept, Lead Copywriter, VO Director

We extended the campaign by creating ads where you’d expect to see real pharma marketing. From bus wraps to shelf-talkers to magazine spreads, every placement leaned into the parody.

Creative Team: Dave Cook, Jeff Martin, Kristine Crawford, Peter Halvorson, Justin Levin

Director: Colton McKee

Editor: Peter Halvorson

Production Company: Merchant Films