Stonefire wanted to reimagine their brand to provoke behavior change in a stagnant category. They wanted to be known for their versatility and convince consumers to swap it for regular bread.

Our consumers aren’t just into making food but upping their food game – but the bread category is not a source of inspiration for them to break the mold. And so we created a campaign that dared them to do better than regular bread.

Be A Naanconformist is a message and campaign that not-so-subtly urges you to destroy the things you thought they knew, resist your basic instincts, and say “beat it” to traditional breads, crackers, chips, and crusts for more pillowy, obsessabe Stonefire naan.

To launch this bold, playful and witty campaign we produced 7 online videos and 32 stills that were used across 60+ social and digital assets.