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RxBar

A black van with the writing 'New Year, New You B.S. Blocker' on it parked underneath a pink billboard with writing say 'shielding your eyes from more B.S.'
overview

A Real-Life Ad Blocker for “New Year, New You” B.S.

Ever wished you could just hit mute on all the “New Year, New You” noise? We partnered with RXBar to do just that. We didn't just create a campaign, we launched a full-on assault against the B.S. cultural conversation that dominates every January. We took over prime billboard placements across New York City, replacing "New Year, New You" B.S. with our own No B.S. messaging. But we didn’t just stop there. Our B.S. Blocker Truck took to the streets to literally block preachy “New Year, New You” ads in real life.

RxBar’s campaign for the new year calls BS on self-improvement messaging
CampaignUS
13 creative campaigns to know about today
AdAge
RxBar’s campaign for the New Year calls BS on self-improvement messaging.
PRWeek
“RXBAR Challenges ‘New Year, New You’ B.S., Empowering People to Block Out Toxic, Self-Improvement Messages”
Financial Times logo
A bright orange billboard blocking viewers from yet another BS New Year, New You ad
Aqua billboard saying a beauty brant wanted to use this space to sell you on New Year, New You, but we think you're fine the way you are
Billboard saying if we didn't buy this ad space, you'd be reading another new year, new you BS ad right now
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