It only seems bad for you.

Society has tried to convince women that enjoying a little late-night ice cream treat is a very, very bad idea.

And Kemps agrees. Well, sort of.

Ice cream might be bad, but their frozen yogurt is not.

Using unnecessarily long messaging, Kemps will advertise in airports and on billboards and bus stops: bringing to life scenarios that— while seemingly bad on the surface— are not as bad as they seem.