This is Wholesome

Generations of American families grew up with Honey Maid, but the brand had become old-fashioned and irrelevant. Droga5 launched a campaign that recognised the changing face of the American family, spotlighting same-sex, interracial and single parents. The message was that no matter how things change, that which makes us wholesome will always be the same. While most of the country responded positively, the campaign received a minor backlash. Droga5 stood behind the message and responded with an online film in which every negative comment about the campaign was printed out, rolled up, and turned into a powerful installation.