Ritual — Start Small
New Year’s is a time for change. Everyone is talking about a restart, setting big goals and hoping for quick results. But as a vitamin and healthy habit company, Ritual knew first hand that change doesn’t happen overnight. So we encouraged people to focus on every day progress and sweat the small stuff. To get the message out, we made a New Year’s campaign called Start Small and put up miniature billboards across LA — living small everywhere people try to go big.
We put tiny billboards up where people were working to achieve their goals — outside of gyms, at transit hubs, on the boardwalk and at the Culver Stairs. And in the end, without any real media buy, our tiny billboards made a big impact. Reaching people all over the world through earned media.
Photography: Randy D. Rosario