Who decides the way you live?

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At a time when our perceived freedom is associated with our increased connectedness and improved everyday comforts, a new wave of awareness is arising where our individual freedoms are being questioned, in some cases precisely due to this connectedness.

We launch this campaign as an icy reflection of society by a brave brand.


Beyond the main piece, we developed a striking campaign with more than 50 creativities that delve deeper into this world and offer an ironic criticism by using advertising to criticise advertising. A creative idea that is strengthened by the use of data and algorithms and provoking us to reflect on all that is decided on our behalf without our consent.


In print and OOH we wanted to highlight a more open message about individual freedom by portraying New Yorkers who live life as they feel it.

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