Art Director: Rossana Ulloa | Elena Rangel
Copywriter: Christian Harkna
Account Planner: Wonsik Cho
The Challenge: A communications idea/Campaign that will give Gum a much needed shot in the arm to bring a recessive category into the limelight
Observation: We are Chewing less than we are supposed to, and it is depraving us of basic human function.
Insight: People take Chewing for granted.
Creative Strategy: Remind Gen Z's the importance of chewing and the benefits of it.
Idea: We have The World of Coca Cola, The Museum of Ice Cream, The Color Factory, and a countless amount of pop-up experiences. Why not a land for gum!?