Perfect Bars are almost always stocked on the top shelf in grocery stores, just out of reach for shorter shoppers. So we turned a small everyday injustice into an opportunity.

We launched an over-the-top protest against shelving inequality, led by Harvey Guillén as the champion of Short Kings everywhere. Together, we transformed a relatable insight into a funny, self-aware statement that pokes fun at the problem while making Perfect Bar feel accessible to people of all heights.