The Hallway has partnered with B Lab Australia & Aotearoa New Zealand (B Lab AANZ) to launch Better Business, a new campaign challenging profit-at-all-costs models and promoting companies that balance profit with positive impact.
The campaign is backed by pledges from nearly 50 Certified B Corporations (B Corps) across the region. B Corps are verified by B Lab for meeting social and environmental performance standards, transparency, and accountability.
At its centre is So Long, Fat Cats, a TVC created with Plaza Films and director Paul Middleditch. It features a literal fat cat sprawled across a boardroom table, symbolising greed and short-termism.
In contrast, the campaign highlights B Corps using business as a force for good, including ethical financial services, consumer goods, and sustainability-driven organisations.
“The fat cat is a metaphorical symbol that resonates with people,” Dan Saunders, Executive Creative Director at The Hallway, said.
“It represents the old way of doing business – fat on profits, self-interested, and out of touch. We wanted to remind people there’s a smarter, fairer, and more sustainable way forward for businesses. That’s what B Corp represents. Saying goodbye to fat cats is more than a provocation, it’s an invitation to rethink what we reward in business.”
Launched 25 August, the independent creative agency’s campaign runs across TV, social, OOH, digital, and earned and owned channels. Media strategy and execution are led by Benedictus Media.
Andrew Davies, CEO of B Lab AANZ, said: “In a world facing climate crisis, social division, and economic instability, we need bold and purpose-driven leadership.
“The Better Business campaign challenges the status quo and calls on others to join and support the movement towards a more inclusive, equitable, and regenerative economy.
“Awareness of B Corp is on the rise – now 21% in Australia and 22% in New Zealand, up from 18% and 15% just a year ago.
“But awareness is just the beginning. We need everyone — from business leaders to government and consumers — to play their part and reconsider the way business operates in our economy.
“This campaign is a first for the B Corp community, and we look forward to seeing it elevate the B Corp brand and inspire meaningful action across the region,” Davies added.
Director, Paul Middleditch said: “What an amazing project to be involved in. The Hallway’s idea of using a fat cat as a metaphor in telling the B Corp story is inspired.
“Diving in hook, line and pet, it was a profoundly nuts experience. I’m so proud of the work and this message.”
The Hallway, itself a Certified B Corp since 2021, positions the campaign as an example of creativity driving both brand-building and behaviour change.