Popworks Real Resolutions

January has a habit of making everyone feel like they need to become a completely different person overnight. PopWorks had a more realistic idea.

With #RealResolutions, PopWorks turned the usual New Year guilt into something a little more achievable. Instead of impossible goals and joyless snacking, people were invited to share resolutions they might actually stick to, with the chance to win a year’s supply of PopWorks.

For the Dutch rollout, the platform came to life through six influencers, social content, DOOH and a three day experiential activation where people could share their own Real Resolution, try PopWorks and take home a discount coupon. In total, the activation handed out 35,000 samples and produced six influencer films and eighteen digital assets.

At Brompton Road, I worked on the concept and Dutch execution together with Maarten Pex and Jeffry de Ridder. I was also responsible for filming and motion design, helping translate the idea from the physical activation into social and digital content.

The result was a campaign that made a better for you snack feel less like a January punishment and more like something you might actually enjoy.