First we designed and put up posters all over the city, inviting New Yorkers to come and fight. The posters were always pasted in pairs, inciting classic rivalries, such as Landlords vs. Tenants, or Bosses vs. Employees. Then we created heavier pillows, saying “Calcium helps build strong bones”, and distributed them at the pillow fight.

Apart from the free media exposure, there was a turnout of about 2,500 potential milk drinkers, who found out why it’s important to have strong bones.