To raise awareness about the dangers of RA and the culture of negligence around this painful disease we needed to shock people out of complacency.
Our tagline for My/Mo Mochi Ice Cream was Because Whatever. It gave us the license to create a bunch of really far-out vignettes for the same reason people should eat mochi, Because Whatever. They ran as part of a social/digital campaign that tripled My/Mo’s followers in six months.