The Hallway and B Lab launch Better Business to challenge fat-cat capitalism

AUCKLAND, Today: Independent agency The Hallway has teamed up with B Lab Australia & Aotearoa New Zealand (B Lab AANZ) to launch Better Business — a bold campaign calling time on profit-at-all-costs models and celebrating companies doing things differently.

Backed by pledges from nearly 50 Certified B Corporations across both countries, Better Business is collective action in motion. B Corps meet high standards for social and environmental performance, transparency, and accountability — proving profit, people, and planet can work together.

At the centre is So Long, Fat Cats — a cinematic TVC from The Hallway, Plaza Films, and director Paul Middleditch. The ad stars a literal fat cat sprawled across a boardroom table, a cheeky metaphor for greed and outdated corporate power.

“The fat cat is a metaphorical symbol that resonates with people,” says Dan Saunders, Executive Creative Director at The Hallway. “It represents the old way of doing business — fat on profits, self-interested, and out of touch.”

“We wanted to remind people 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.”

“In a world facing climate crisis, social division, and economic instability, we need bold and purpose-driven leadership.” – Andrew Davies

The campaign champions businesses using their influence for good — from ethical superannuation funds and banks to food producers and sustainable service providers. These Certified B Corps are redefining what success in business looks like.

“In a world facing climate crisis, social division, and economic instability, we need bold and purpose-driven leadership,” says Andrew Davies, CEO of B Lab AANZ. “The Better Business campaign challenges the status quo and calls on others to join.”

“Awareness of B Corp is on the rise — now 21% in Australia and 22% in New Zealand, up from 18% and 15% a year ago. But awareness is just the beginning. Everyone has a part to play.”

“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,” Davies added.

Director Paul Middleditch says, “What an amazing project to be involved in. The Hallway’s idea of using a fat cat as a metaphor in telling the B Corp story is inspired. Diving in hook, line and pet, it was profoundly nuts. I’m so proud of the work and this message,” he said.

Certified B Corp since 2021, The Hallway believes creativity can drive behaviour change. Better Business reflects that ethos — showing brand-building and positive social impact can go hand in hand.

For more, head to betterbusiness.works