5 Gum,
Global Relaunch
5 Gum Evolves
The gum category was in decline. We updated the 5 brand to be more authentic and relevant, encouraging the search for new experiences. The new platform, Life Happens In 5, celebrates the moments of anticipation before trying something new.
Client
Wrigley’s 5 Gum
Role
Creative Director, Art Director
Channels
Broadcast, Online Video, Website Hub, Standard Banners, Print, Social Influencers, Owned Social Channels (Facebook, Instagram, Snapchat, Twitter)
Directors
Norman Bates (aka Inti Calfat and Dirk Verheye)
Tattoo :20 Global
Stage :20 Global
Sneak Out :20 Global
Kiss :20 Global
2025 Update: This work won’t be ignored.
Being ignored is the enemy. I love that people feel a way for this work, which is always better than being forgettable. A decade later, this dude is generating new feelings for our ideas.
Online Launch Longform
Real-Life Moments
We worked with influencer/director Dan The Director to produce short films of real folks facing fears.
“Cliff Dive” by Dan The Director
“Train Singer” by Dan The Director
Social Cinemagraphs
“Cliff Dive” Social Post
“Ice Block Sledding” Social Post
