Trop50’s “Resolution Rescue” campaign, produced by the newly merged Agency Republic (and Critical Mass), is sort of like a digital addiction sponsor. Only, the sponsor doesn’t try very hard to stop you from your addiction and really only wants you to drink more low-calorie orange juice.
Resolution Rescue offers a semi-personalized response to those who tweet about potentially breaking their New Year’s resolutions. The video above gives a good example of the creative work: @MissTrixster wants to stop eating sweets and do more exercise, so Trop50’s response makes a clever joke about training by staring at muffins. Agencies that roll out these response-based campaigns typically have a few options that repeat, but to Agency Republic’s credit, there seems to be enough detail and personalization to tailor to the needs of most tweeters.
Of course, the campaign also hinges on a few ridiculous points: people need to tweet thoughts about breaking resolutions without actually breaking them, and the resolutions need to be simple. What if your resolution is to stop tweeting? What if your resolution is to stop drinking sugary drinks? Does Trop50 send you a black screen? Credits after the jump.
James Hodson – Copywriter
Jason Keet – Art Director
Alistair Campbell – Executive Creative Director
Tom Cole – Technical Director
Bashkim Isai – Creative Technologist
Michael Robinson – Design
Stephen Armstrong – Business Director
Richard Templeman – Project Manager
Alistair Millen – Strategy
Kelly Noble – Producer @Bridal
Production Company: Not To Scale
Simon Robson – Director
Dan O’Rourke – Producer
Sound: Grand Central Studios
Tom Pugh – Sound Design