This was our founder’s last creative project in the US, before coming back to Australia. Working directly with the owner of RXBAR, the brief was to help create an enduring platform idea to launch a protein bar that was free from the ‘bad stuff’ that most bars use as filler. ‘NO B.S.’ not only became the core idea, but also informed a unique, ‘honest to the point of ridiculous’ out of home campaign that generated huge PR for the new brand. This, along with ‘NO B.S.’ videos featuring rapper and actor Ice T, helped pave the way for RXBAR's massively successful launch, and eventual sell.