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Creative Director’s Choice: Framestore's Jordi Barés on why the RXBar ‘No BS’ ad is exactly that


By Kyle O'Brien, Creative Works Editor

February 28, 2019 | 3 min read

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

RXBar Interruption

Ice-T for RXBar's 'No BS' campaign

This week, Jordi Barés, a creative director at Framestore’s advertising division, states why the ‘No BS’ campaign from RXBar is a simple-yet-intelligent approach to marketing.

Jordi Bares

It's rare these days to see a campaign that is able to communicate its message within the context and values of the brand it promotes, while truly meaning something to its targeted audience. It could possibly be the result of years of economic hardship and uncertainty, but nevertheless, this is a fine example of a seriously bold and brave campaign.

And this is what I find so refreshing about the ‘No BS’ campaign for RXBar, executed to perfection by W+K Portland. Not only does the campaign perfectly reflect brand RXBar's core values, but the exquisite simplicity with which it does so resonates with an increasingly savvy audience that is now well and truly immune to all the brand BS that is out there.

I love the way that the campaign is what it is — across all mediums — from the packaging through to the TV ads. It's such a simple but intelligent approach to unified brand messaging that it seems surprising we don't see this more often. Even the RXBar website stays true to the aesthetic and champions the typographic, “no BS” design of the product packaging.

So true to the campaign style does the brand stick that it's quite tricky to find a picture of what's actually inside the typography-led packaging (which might seem slightly less than transparent) but, all the same, it took an impressively confident brand manager to sign off such a bold and brilliantly integrated campaign.

Jordi Barés is creative director and VFX supervisor at Framestore in London.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you would like to feature a creative director in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

See the work by clicking on the Creative Works box below.

RXBar: advert-body-1 by Wieden+Kennedy

By RXBar

Overall Rating 4/5

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