This doesn’t look like a Pharma campaign, and deliberately so.

Altrini is an oral nutritional supplement designed for children between one and ten who, due to serious illness, are reluctant/incapable of eating.

Everything from the packaging to the website, social, consumption charts, and even an AR game, was built around a team of little super heroes. Team Altrini powered a new level of engagement with children, and importantly made the the job of carers, parents and medical professionals a lot easier too. The Altrini website is designed for all these audiences.

And of course there’s a baddie - General Grim.