Impossible

BBH came to us with a fun concept built around a simple truth; Chupa Chups are impossible to open, and the internet has plenty of proof. Our role was to support the idea through research, digging into social media to find real posts, videos and memes of people struggling with the wrappers. By tracking down the strongest examples of genuine UGC, we helped root the campaign in behaviour people already recognised.

From there, our clearance & licensing team got to work. We found the original creators, started the conversations and negotiated permission to use their content, making sure everything was properly cleared while keeping the process quick and collaborative.

A sweet one to work on, and proof that with the right research and clearance in place, even the simplest ideas can stick.