Independent advertising agency The Hallway has partnered with B Lab Australia & Aotearoa New Zealand (B Lab AANZ) to launch a bold new campaign, “Better Business”. The campaign challenges outdated, profit-at-all-costs business models and celebrates companies that balance profit with positive impact on people and the planet.
Funded by pledges from nearly 50 Certified B Corporations (B Corps) across Australia and Aotearoa New Zealand, the campaign is a strong example of collective action. B Corps are verified by B Lab for meeting high standards of social and environmental performance, transparency, and accountability. They prove that a new, more responsible model of business is possible—one that prioritizes people and the planet alongside profit.
At the centre of the campaign is “So Long, Fat Cats”, a one-minute television commercial created by The Hallway, Plaza Films, and award-winning director Paul Middleditch. The ad features a literal fat cat sprawled across a boardroom table, symbolizing greed, short-term thinking, and unchecked corporate power.
Dan Saunders, Executive Creative Director at The Hallway, said:
“The fat cat is a metaphorical symbol that resonates with people. It represents the old way of doing business—focused on profits, self-interested, and out of touch. We wanted to remind people that 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.”
The Better Business campaign launched on 25 August and is running across TV, social media, out-of-home, digital, and owned and earned channels. It is the latest installment of B Lab AANZ’s ongoing efforts to raise awareness of the B Corp movement, which now includes over 10,000 certified companies worldwide—including Patagonia, Intrepid, Aesop, Australian Ethical, and Bank Australia. 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 a more inclusive, equitable, and regenerative economy.
Awareness of B Corp is rising—21% in Australia and 22% in New Zealand, up from 18% and 15% a year ago—but awareness is just the beginning. Everyone—from business leaders to government and consumers—needs to play their part and rethink how business operates.
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.”
Director Paul Middleditch said:
“What an amazing project to be involved in. The Hallway’s idea of using a fat cat as a metaphor for telling the B Corp story is inspired. I’m so proud of this work and the message it sends.”
The Hallway, a Certified B Corporation since 2021, positions creativity as a force for good, showing that brand-building and positive behaviour change can—and should—go hand in hand.
