We were tasked with designing new billboards, revitalising the brand, and coming up with a new an innovative campaign. We did this by creating billboard adverts that portrayed a certain type of lifestyle: young, up-and-coming, fashionable, and luxurious. We came up with the new payoff line: ‘Liv(in)g The Moment’. For years News Cafe had used the same payoff line – “It’s about the vibe” – in all their marketing. We suggested something different, and it paid off.