Bagoles is a disruptive branding and campaign project that reimagines the traditional bagel by removing the hole. Aimed at young professionals on the go, it turns a lunchtime staple into a playful cultural debate. Through bold visuals, cheeky copy, and shareable moments across social and OOH, the brand invites people to pick a side: Team Hole or Team Whole.
This campaign was created in response to the Yahoo D&AD brief, with a mission to make Yahoo feel relevant again and prove that curiosity isn’t dead- it’s just stuck in the scroll. We brought it back to life with oversized scrolls and bold billboards across NYC, spotlighting bizarre searches that spiralled into even weirder stories like dolphin diplomacy, competitive cheese rolling, and beyond.
Aimed at Gen Z and Gen Alpha, the work used humour, absurdity, and a tongue-in-cheek tone to make people stop, laugh, and maybe even search something strange themselves. It was all about showing how one random question can spiral into an unexpectedly brilliant rabbit hole.
This project was created in collaboration with Kate Seeley.
