Nate Custard // consumer-focused creative director

When it comes to marketing for New Year’s resolutions, “new year, new me” is about as old as it gets. So, for a massive omni-channel Q1 campaign, we dug into a key insight for our 35+ demographic: there’s no better time than now to be living your best life. Filled with references to the glory of our youth with a modern adult-life spin, we captured attention throughout the consumer journey to quickly drive consumers from top-of-mind awareness to this-is-the-product-for-me conversion—without ever losing the lighthearted spirit of the message.