Directed by Paul Middleditch.
B Lab AANZ calls time on outdated, profit-at-all-costs models and celebrates the companies doing business in a better way in a campaign via The Hallway.
The campaign is in collaboration with Plaza Films and director Paul Middleditch.
"The fat cat is a metaphorical symbol that resonates with people," said The Hallway executive creative director Dan Saunders.
“It represents the old way of doing business - fat on profits, self-interested, and out of touch.
“We wanted to remind people there’s a smarter, fairer, and more sustainable way forward for businesses. That’s what B Corp represents.
“Saying goodbye to fat cats is more than a provocation, it’s an invitation to rethink what we reward in business.”
The campaign is funded by pledges from nearly 50 Certified B Corporations across Australia and Aotearoa New Zealand.
Certified B Corporations (B Corps) are verified by B Lab for meeting high standards of social and environmental performance, transparency, and accountability.
The campaign is live across TV, social, OOH, digital, and earned and owned channels in Australia and Aotearoa New Zealand.
“In a world facing climate crisis, social division, and economic instability, we need bold and purpose-driven leadership,” said B Lab AANZ CEO Andrew Davies.
“The Better Business campaign challenges the status quo and calls on others to join and support the movement towards a more inclusive, equitable, and regenerative economy.
“Awareness of B Corp is on the rise - now 21% in Australia and 22% in New Zealand, up from 18% and 15% just a year ago. But awareness is just the beginning.
“We need everyone — from business leaders to government and consumers — to play their part and reconsider the way business operates in our economy.
“This campaign is a first for the B Corp community, and we look forward to seeing it elevate the B Corp brand and inspire meaningful action across the region.”
Director Paul Middleditch said The Hallway's idea of using a fat cat as a metaphor in telling the B Corp story is inspired.
“Diving in hook, line and pet, it was a profoundly nuts experience. I’m so proud of the work and this message.”
