The Brief

Spotlight the absurd misconception of what a perfectly “healthy” mental state is – in an equally ridiculous manner.

Client

Julie's Biscuits

JULIE’S OAT 25

EVEN THE GREATEST OF ALL TIME DON’T FEEL GREAT ALL THE TIME.

Our Approach

Julie’s Oat 25 cookies are all about advocating a simple message: #Take25 with Oat 25. A reminder to take a mental health break. This year, it’s no different. So, we thought; why not feature G.O.A.T.s sharing their not-so-great moments? As a reminder for those dealing with similar feelings to #take25, pause, and remember that it’s perfectly normal not to feel fantastic all the time.

Because even the greatest of all time don’t feel great all the time – and that’s OK.

One problem. We couldn’t afford the G.O.A.T.s

So, we got the next best thing: An actual, eff-ing GOAT.