As we age, movement can become harder and even painful. But at the same time, we’re also entering the best stage of our lives. We have more money, more time and more self-confidence.

We’re no longer constrained by the fear of looking foolish. We can wear our joy on our sleeves.
Osteo Bi-Flex is a supplement that helps promote joint health, aiding the mobility required to have the time of our lives at this time in our lives.

However, there is one side effect: the more we live, the more we embarrass our kids.
With the campaign “Made to Move,” Osteo Bi-Flex upends category clichés for a more honest assessment: when the kids are cringing, we know it’s working.


Client: Osteo Bi-Flex
Agency: Droga5
Creative Director: Matt Ian
Creative: Catherine McCurry, Ulrika Karlberg

New York Times
Creativity – Editor’s Pick
LLB Online
Adweek / Agency Spy
The Drum