We decided to communicate the message on World Pillow Fight Day in New York City. Days before the annual pillow fight at Wall Street, we designed and put up posters all over the city, inviting New Yorkers to come and fight. The posters were always pasted in pairs, inciting classic rivalries, such as Landlords vs. Tenants, or Bosses vs. Employees. Then we created heavier pillows, saying “Calcium helps build strong bones”, and distributed them at the pillow fight. The idea was to create a big impact at this big event with a relatively small budget.