We produced a series of nostalgic posters with classic, iconic imagery and simple messaging that cut through. Evoking a feeling of a simpler time before all of this dairy nonsense, and giving back permission by removing some of the unnecessary guilt.

Nationwide newspapers ran consecutive executions, street posters lined the streets, and limited edition screen prints were framed in cafés.

To start to change this thinking, we leveraged a moment in time where our conversation could be most relevant and more likely to get heard. The start of the new year. A time when kiwis are relaxing at the beach, drinking Flat Whites with the paper, eating in abundance, and thinking about their resolutions.