While many nutrition bars tout a ‘less is more’ approach to their product, Perfect Bar owns a distinct place in the marketplace as a Clean Maximalist. The creative idea behind the campaign was to own all the ways that Perfect Bar is perfect. With a name like Perfect Bar, it’s time the brand explained just how they earn that name. The tone of voice is self-aware, confident, a bit silly, and completely relatable, because let’s be honest, a Perfect Bar is much better than having coffee and emails for breakfast. With hundreds of OOH activations across New York and New Jersey, the community worked together with Perfect Bar to make the OOH highly customized - each digital creative asset has unique messages optimized for the time of day and location. 

Role: Creative direction & strategy
Agency: The Community
Production: Elastic
Music/Sound: Indestructible & Plural