Aspercreme wanted a bold PR Campaign that would inject older demographics with energy and action.

I came up with KO! BOOMER, a rallying cry to flip the internet meme ‘OK, boomer’ and supercharge it with the sentiment that old people can kick ass, too.

We launched the campaign with Danny Trejo, who stated the mission to defeat the stereotype that boomers aren’t active. We also launched a petition on change.org to literally change the meaning of the word boomer.