Julie, a young company and much needed breath of nonjudgemental air in the Emergency Contraception category, needed a tag line and some eye-catching OOH that would appeal to Gen Z while also comedically removing the taboo around emergency contraception. The goal was to create a brand voice that felt like it was part of the group chat. We started with a simple line: “Your Friend with Benefits.” From there, we had fun and the world started to take note.