Rhode Island Airport

Irritable Boston Syndrome

Millions of New Englanders suffer every year by flying through Boston, leading to a chronic condition we're calling I.B.O.S. (Irritable Boston Syndrome). Parodying typical pharmaceutical ads, we showed how to avoid getting backed up at BOS. Just fly through Rhode Island and get things moving. Fast.

We extended the campaign into the world of pharma marketing itself — showing up where you’d expect to see real medication ads. From bus wraps and magazine spreads to an IBOS pill box (filled with mints), every touchpoint leaned into the parody to remind travelers that the cure for Irritable Boston Syndrome is simple: just fly through Rhode Island.

Back of a Rhode Island bus with a red advertisement about I.B.O.S. and symptoms, featuring a woman appearing sick while driving.
A humorous advertisement for a fictional product called I.B.O.S. Relief (Irritable Boston Syndrome), which is presented as a medication for travelers experiencing issues like missed flights, running late, and airport anxiety. The packaging features a red box with a shield emblem, mint leaves, and a blister pack of capsules, set against a red background with text promoting the product's effectiveness at preventing Boston Syndrome.
Bus stop advertisement displaying a man with a pained expression, with text promoting relief from Irritable Boston Syndrome, mentioning Rhode Island and T. F. Green International Airport.
A man and woman smiling in an airport terminal with promotional text about fast relief from Irritable Boston Syndrome, featuring symptoms like missed flight, running late, and airport anxiety, and mentioning Rhode Island T.F. Green International Airport.