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The inspiration for "This Is Wholesome," the phenomenal, very un-Droga5-like campaign that the agency created for Honey Maid this year, came on a playground in New York's East Village.
That’s where agency executive creative director Kevin Brady sat on a sunny weekend morning in November 2013, watching his 8-year-old daughter play with friends when he noticed a leather-clad and pierced mom and dad helping their young son navigate the monkey bars. Nearby, two dads pushed two daughters side by side on swings.