Culturelle is the most clinically studied probiotic, proven to keep immune systems strong. When the COVID-19 pandemic threw the world into lockdown, a slew of so-called immune boosters came flooding in. So we decided to lean on our scientific credentials, but not in the typically functional way the category operates. We launched “Thank Science for Culturelle,” a campaign about the importance of maintaining a strong immune system even when life doesn’t go according to plan (basically life in 2020). And with the film industry frozen across North America, we shot with one of Australia’s most acclaimed commercial directors over Zoom, and found scrappy uses of stock video to extend the idea across social.