“Is there some kind of memo we missed that tells everyone to live their worst lives in January?”

The new year begins and we seem to become boring in the pursuit of wellness. Rigid regimes, cutting out food groups, and banning the things that make life enjoyable.

To go live on January 1, I developed the campaign idea and wrote a series of copy-led OOHs that acted as a reminder that wellness isn’t supposed to stop us living.