Dramamine, the #1 anti-nausea brand in the US, is so effective at preventing nausea that it ended the need for barf bags. That made us think: What if we reminded the world how effective Dramamine is by saying goodbye to the industry we are accidentally killing? So we set out to pay tribute to a fellow icon of nausea with The Last Barf Bag, an entire campaign built around giving the barf bag a grand farewell. We launched with a documentary that explores every corner of the barf bag universe and premiered the film at a museum exhibit that literally put barf bags on a pedestal. We also designed an e-commerce platform that imagines a better future by selling repurposed bags for everything but barf—all to show people the impact and efficacy of Dramamine in an unexpected way.