Finding some sweetness in 2020

With a pandemic sweeping the globe, civil unrest surrounding basic human rights, and the looming threat of irreversible damage to our environment, things in 2020 were looking bleak. At times it felt like the easiest option was to give up and look to the stars for something better. But the right option was to make a change. In this project, we were tasked with leading a rebrand for Milky Way that reflected this goal of unity, rather than division, by doing our small part to “make the world a sweeter place.“

New Tagline & Logo

Out of Home

Social

With #SharetheSweetness, we would encourage customers to share stories big and small of moments where they found joy in troublesome times. These would be featured across the Milky Way Instagram account, along with digital versions of the OOH executions.