But with the growth of Dramamine, the #1 anti-nausea brand in the US, barf bags have become far less necessary. Underused and underappreciated, barf bags—along with their admiring collectors, community, and industry—have been pushed to the brink of extinction.

And that got us thinking: what if we reminded the world how effective Dramamine is by saying goodbye to the thing we’re accidentally killing?

The Last Barf Bag is a campaign that pays tribute to this fellow icon of nausea, giving it a grand send-off while subtly reminding everyone that the reason barf bags aren’t useful anymore is because Dramamine is so effective at preventing nausea.

The keystone of the campaign is a documentary feature short titled “The Last Barf Bag: A Tribute to a Cultural Icon” in which we explored every corner of the barf bag universe—from pilots, boat captains and real people telling their barf stories to the heroes of the film: the dedicated barf bag collectors.

We traveled across the country to interview the foremost collectors in the country, weaving in the narrative unfolding within Dramamine’s headquarters: the realization they had been killing the barf bag.

The documentary premiered at the first-ever barf bag museum in NYC, where crowds lined up to admire bags curated from around the world and meet one of the film’s star collectors.

We also reimaged the future of barf bags in a barfless world with an e-commerce platform that sold bags repurposed for everything from popcorn to puppets. Promotion of the film, museum exhibit, and website ran on social media, OOH, and newspaper print. Every touch-point was designed to entertain consumers while reminding that when nausea strikes, you turn to Dramamine.

The Last Barf Bag has earned over 2 billion impressions since launch, with paid media earning 30 million more impressions. Sales on Amazon are up 26% post-launch versus a year ago.

The ads promoting the campaign beat Meta benchmarks by 233%, and brand engagement increased by 23% vs pre-campaign.

Our museum exhibit that launched the campaign hosted over 200 attendees—ranging from media personalities to influencers capturing novel content to share with their following—and our limited-edition collection of repurposed barf bags fully sold out on our website in a matter of weeks.

The documentary has gotten over 300K views since its launch and is now competing in the film festival circuit, having been named a 2024 Official Selection at the prestigious Tribeca Festival and winning seven Lions at this year’s Cannes Lions International Festival of Creativity—including a Grand Prix.

We are also receiving interest from airlines about including the documentary in their in-flight entertainment offering.