The brief

Usually we work with our clients to naturally slot an idea into the best piece of media. This time, Rebel Kitchen came to us with a popup space in the Old Street subway that needed a concept... In late January - a period traditionally associated with health and fitness.

The activation

In line with the rebellious brand essence, we created the #ResolutionAmnesty. Where all the other popups were offering helpful advice on how to keep on track, we invited Shoreditch to ditch the bleak abstinence and try something more fun instead.

The results

Thousands of commuters stopped off to hand in their resolutions and were rewarded with mugs of hot Rebel Kitchen coconut chai. And millions more online found a little inspiration for how to turn their January around.