The truth is, gum is a simple product. For this student campaign, we sought simplicity. We communicated that long lasting flavors should save you from your mundane routine. Better breath, better thoughts, better teeth? Chew on that.

IN THE WILD

For an activation, I believe these objects should be seen by the world, reminding viewers to chew Extra instead. Sculptures would be placed in busy, attractive areas, in hopes of catching attention and gaining visibility for Extra.

Student campaign with Daniella Villegas