Chew Good

Gum has always been about confidence. Fresh breath gave you the confidence to woo that person, crush that date, wow that meeting room.

Mars wanted to reimagine the category for a new generation.

So we launched a new global platform for OEFY* shifting the brand into the wellness space in a believable and unapologetic way.

In Year 1, we literally showed how putting your mind where your mouth is could help you reset, refresh and recenter.

In Year 2, we set teens overthinking to the sweet sounds of Bonnie Tyler. Sung, of course, by teens favorite memes.

*Orbit in the US, Extra in the UK, Freedent in France and Yida in China. We get it. It’s complicated!

D&AD Shortlist x 3 / One Show Merit / Webby — Best Brand Campaign