Have you ever wished you could 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. Our B.S. Blocker Truck took to the streets to literally block preachy “New Year, New You” ads in real life.

We also took over prime billboard placements across New York City, replacing “New Year, New You” B.S. with our own No B.S. messaging.