The Challenge
Chupa Chups has gone from a cool brand to a kids’ brand. Make the brand popular again among young adults. Briefing: sampling and an outdoor campaign based on the brand’s Salvador Dalí heritage.

The Idea
Create art with lollipops. Ask street artists (following Dalí’s example) to create the designs and place the art at festivals. Visitors can eat the art.

The Execution
Two 3 x 9 meter festival walls that were displayed at all major festivals in the Netherlands and Belgium for two years. The first year with street art, the second year with the festival branding.

The Result
A reach of 500,000 visitors at festivals and 2.5 million in the media, for a budget of 200,000. The campaign was replicated internationally. As the icing on the cake, the Rijksmuseum called to ask us to create the Night Watch for them.

In portfolio because
The most fun campaign I’ve ever created.

My contribution
Strategy, Concept, artist guidance, PR (copy).