NOSOY
- YOSOY,
- 2026
The challenge
YOSOY has spent years building its territory around honesty: few ingredients, full transparency, no fine print. The challenge was to take that story to the streets with a campaign impossible to ignore.
The idea
Sometimes the most powerful way to say who you are is to show everything you’re not. So we created NOSOY: YOSOY’s own alter ego. Its nemesis brand, exposing the contradictions of an entire category.
The execution
An outdoor campaign rolled out across bus shelters, street panels and buses throughout Spain. Nine executions to put the truth in plain sight. And the lies, too.
The results
The campaign went beyond outdoor and sparked conversation across media and social, resonating with consumers who are increasingly skeptical of the promises made by the food industry.
