Spec•Integrated campaign•Concept · Creative Direction · Art DirectionSpec•Integrated•Concept, CD, AD

FAGE

Honestly crafted. Nothing to hide.

A spec campaign built on one simple truth: FAGE has almost nothing in it. Milk and live active cultures. The platform takes that honesty literally, from a nearly empty billboard to a live camera inside the factory. Visuals AI-assisted.

A huge, almost entirely blank billboard over a New York street, with only a small ingredients label: milk, live active cultures — The billboard.

Close-up of the billboard's small label: Ingredients: milk, live active cultures. Honestly crafted. Nothing to hide. FAGE. — Read the fine print.

The insight

FAGE's ingredient list is two lines long. So we made it the ad.

The idea

Nothing to hide.

Out-of-home: the label is the ad

Where other brands fill every inch, FAGE leaves the space empty. The fine print is the whole message.

Bus shelter with clear glass and the line Full transparency, footnoted: that's the fine print, milk and live active cultures — Full transparency.*

A newspaper legal notice: Notice of full disclosure. FAGE hereby discloses the complete contents of its yogurt. — Print: a legal notice with nothing to declare.

The people behind it

If the yogurt has nothing to hide, neither do the people who make it. Real roles, real standards, named on the poster.

Poster: Produced in a facility with Helen. She's tasted every batch since 2012 and sent back 412. — Helen.

Poster: Strained until Dave says stop. Dave has never said stop early. — Dave.

Poster: Keep refrigerated. Keep Mike happy. He's rejected 96 batches for being a little thin. — Mike.

Corp-Cam

Live cameras inside the factory, the lab and the break room at fagelivecam.com. Nine feeds, around the clock. Subway posters show what the cameras catch.

Subway poster: a security-cam still of a worker sneaking yogurt in the cold room. Caught on Corp-Cam. — Caught on Corp-Cam.

Experiential: the confession booth

Then the brand turns the honesty back on the public. Step into the booth, confess a yogurt secret, walk out with free FAGE.

A woman laughs as she leaves the Nothing to Hide confession booth on a New York sidewalk, free yogurt in hand — The booth.

A confession card: Ingredients: milk, live active cultures, and a blank line for your secret — The confession card.

Packaging and social

The confessions keep going at home. Every lid lists one more ingredient, and #NothingToHide collects the rest.

Three FAGE cups with lids reading Contains: eaten in bed, twice. Double-dipping, no regrets. Straight from the tub at 2am. — Lids: one more ingredient.

#NothingToHide on Instagram and Reels: eating it on the fire escape at 2am, not a diet, a lifestyle — #NothingToHide.

Experiential: buzz for the truth

A FAGE-branded intercom on a New York brownstone invites passersby to buzz a neighbor and hear their yogurt confession, live. Every conversation ends the same way: "I'll send some down."

A woman presses a buzzer on a brass intercom under a sign reading Buzz for the truth. Everyone here has a yogurt secret. Go on. Buzz someone. — Buzz for the truth.

A neighbor smiles from a brownstone window, lowering a basket of FAGE Total yogurt on a rope to the woman below — A little something from upstairs.