Creative Direction
Creative: Copy ( Art on TVCs)
SHARE YOUR EXTRA
A new platform and campaign for EXTRA gum.
In a world where being “extra” is seen as a negative, it was about time we flipped the script and owned up to our extraneous. Because it is only when you are authentically yourself do you create authentic connections.
There is freedom in self-expression
The campaigned spurned two 15 second tvcs, social spots and a heap of addresable spots too
Addressable Content .
There are specific demographics the brand needed to hit such as families, students, gen z adults. In this instance we had 10 seconds to show how quickly we can forge a connection within certain scenarios with Extra gum at the heart of it.