Meet the Moment

My agency just launched a new campaign for Clif Bar, a company I've written about before, as they were who we all looked up to when I was working at Sambazon.

In the founder's book "Raising the Bar" he wrote about an epic cycling adventure in the Alps where they deviated from the expected path:

"...Our trip kept getting better and better now that we knew the types of roads we wanted to travel....Michelin maps defined roads as red, yellow or white. Main roads, busy with buses, trucks, and cars, were marked boldly in red. Yellow roads were minor arteries, not as big as red roads but well traveled. The hundreds of roads branching off from the red and yellow roads were marked in white....I learned a lot on this trip. White road and red road journeys are qualitatively different. You need the right map. On the red road it is about the destination. On the white road it is about the road. On the white road you must travel light. The white road is quiet. It’s about simplicity. It’s often adventurous. You need to dig deep. Sometimes there is no road. You have to trust your gut.”

Their new campaign, Meet the Moment, inspires us to travel those white roads.

Yoga teachers often say we're only given a finite number of breaths.

Make them count!