Each year, the number 1 resolution is to “get healthy” or to “lose weight”. And for most people, they try to achieve this by going from 0-100 and expect to see immediate results. We all know it’s a recipe for disaster (#nojudgements), it’s no surprise that more than half of resolutions made are already broken by the second week- and people love to talk about it. So we wanted to show the client that this was the perfect opportunity for a brand to join a naturally occurring social conversation while being relevant. The Meta Wellness products are used daily to help you feel less hungry and keep you on track, so they were the perfect brand to tell people “There is an easier way!”

But really, our biggest victory was getting the brand to understand that “digital” was more than a facebook post. But hey, not bad for an 80 year-old brand.

LAUNCH VIDEO

We hired a real blues singer and wrote a catchy song. So catchy, that most of us were humming it well past the media buy.

RESPONSE VIDEOS

But we didn’t stop at one song. For two days, people could share with us their already broken resolutions, and if selected, we wrote, propped, and performed our customized songs for each person on the fly.

See all response videos here: Broken Resolution Blues Response Videos

DIGITAL SUPPORT

ECD: Joe Johnson
Creative Director: Dennis Greeley
My Role: Art Director
Copywriters: Fernando Barcelona and Eric Gorodetsky
Editing: Fluid & Hero
Sound Production: Butter