Being small lets us focus on what matters most:
The Happy Cats come to life
Jimmy’s work is playful, character-driven, and just the right amount of strange – which made him the perfect collaborator to help bring these feline personalities into existence. Together we created a cast of Happy Cats, each with their own look, story, quirks, and favourite Happy happy! drink.
From cosmic soy-powered travellers to highly cultured café cats and enlightened matcha masters, these characters now appear on merch, trading cards, tees, and wherever the campaign lands next.
Signature drinks with Happy happy!
We teamed up with Melbourne chef and food stylist Jamie Humby, known for turning great ingredients into visually striking, flavour-driven creations. He was the perfect collaborator to help develop a range of signature drinks built around Happy happy! products.
Together we created a collection of café-style recipes that showcase the versatility of soy, oat and matcha across iced drinks, layered creations and inventive flavour pairings. Each recipe balances bold ingredients, clean presentation and that unmistakable Happy happy! energy.
A jingle, a journey, and a whole bean-shaped world.
In our first big animated campaign, we invited people to Happylandia — a planet full of joyful, jiggly soybeans.
We partnered with creative agency 10 Feet Tall to bring Happylandia to life, with animation by Dirty Puppet and music by White Owl.
Set to an original jingle you’ll love, the work brought Happy happy Soy Boy to a broader audience with humour, warmth, and just enough weirdness to feel like something real. It ran across digital, TV, and anywhere you could hear sound.
High-glam activism, shot in a former church.
Part art shoot, part protest, this collab saw a prominent Melbourne vegan activist photographed atop a throne of Happy happy Soy Boy cartons, staged in a grand former church in Fitzroy.
The result was equal parts irreverent and rebellious — celebrating plant-based pride with visual theatre and unapologetic glamour. Proof that soy can still slay.
A countdown to crisis, on a truck.
Using data from climate scientists, we launched a moving billboard campaign across Melbourne — a digital countdown clock tracking the time left to limit global heating to 1.5°C, as set out in the Paris Agreement.
This clock reflects the critical window we have to limit global temperatures to 1.5 degrees above their pre-industrial levels. The clock is counting down second by second, demonstrating just how little time humanity has to solve the climate crisis before it slips past a point of irreversible change.
Sources:
IPCC - The Physical Science Basis Summary for Policymakers
MCC - Remaining carbon budget
Wir müssen schneller handeln als bisher – der Countdown läuft
UNFCCC - The Paris Agreement
We created a limited-edition Happy happy Soy Boy pack featuring the Climate Stripes — a striking graphic showing how global temperatures have risen over time.
Originally developed by Professor Ed Hawkins of the National Centre for Atmospheric Science, University of Reading, the stripes use colour to visualise over a century of temperature data. Blues represent cooler years while reds show the warming trend we’re now living through.
By printing this graphic directly on our cartons, along with credit and data sources, we aimed to bring climate data into everyday spaces and spark conversation at the milk fridge.
Source:
#ShowYourStripes
Bold colours. Big smiles. Even bigger heart.
Sydney-based illustrator Beck Feiner has brought her joyful, unmistakable style to the Happy happy! world through a series of illustrations celebrating everything from World Smile Day to Plant Milk Day, Kindness Day and International Women’s Day.
Her work taps into culture, community and big-hearted values — all wrapped up in a vibrant palette that feels perfectly at home alongside Happy happy Soy Boy. Beck’s illustrations aren’t just fun to look at. They help spotlight moments that matter, with positivity, colour and character to spare.
Old-school craft. New-school swirl.
Mumma Matcha isn’t just a product – it’s a partnership. Grown in New South Wales by Australian green tea farmer Akio Onozawa, this shade-grown matcha is crafted using centuries-old Japanese techniques, then processed and packed in Japan before landing in your cup.
It’s vibrant, organic, and stone-ground the traditional way. Designed to pair perfectly with Happy happy Soy Boy, it’s got all the depth and ritual of classic matcha, with a modern twist that feels right at home in your morning routine.
A quiet collab, but one we’re proud of.
Animated machines that shouldn’t exist, but do.
We worked with Lion Colony, a Singapore-based animation studio, to create a series of looping social animations. They imagined surreal machines powered by soybeans, beansprouts, and gravity-defying logic — dreamlike contraptions that squeeze, swirl and pour with mechanical poetry.
It was the kind of content people paused on — not just to watch, but to watch again. Beautiful, strange, and unmistakably Happy happy!
Round shapes. Sharp moves.
Hungarian 3D animator András Csuka brought his signature style to Happy happy! creating a series of playful animations, including a dancing soy carton that lives rent-free in our heads.
His work blends character design and smooth, expressive forms – taking something as simple as a Happy happy Soy Boy and giving it rhythm, personality and charm. Silly and satisfying – just how we like it.
The studio that that's been with us from the start, then kept going.
The team at Milkable have helped bring Happy happy! to life since the beginning — shaping everything from our animations to social content.
They get us. They get the tone. And they’ve made some of our weirdest, funniest, most memorable stuff to date.
Still life, with soy.
Queensland artist Brianna Herbert painted a Happy happy Soy Boy pack — not fresh off the shelf, but one that had clearly lived a full life. Crumpled and beautifully detailed, her still life gave quiet reverence to something most people would toss away. It’s tender, textured, and totally unexpected.
Proof that even an empty pack can make an impression.
Access our library of Happy happy! images and videos, ready to post on social media.
