New York Fries is committed to reducing their environmental impact by removing plastics from all menu items. Starting with a new fully compostable drinks cup. The brief challenged us to sway food court customers who regularly visit the big name competition and choose us as the environmentally friendly alternative.

We all know that feeling when you try to do some good in the world and it backfires on you. Good intentions are so often punished by the cruel, cold world we live in. Fortunately, there’s a fail-safe way to make a difference, and it’s delicious too, with New York Fries new environmentally friendly drink cup. We dramatized scenarios where an average person tries to do good and it backfires on them, and followed up with the claim that there’s a risk-free, delicious way to do good instead with an environmentally friendly cup full of delicious soda from New York Fries.

We gained favourable press mentions and sparked a social media debate thanks to the contentious dark humour, as well as the design of the cup itself.