5 GUM "MASTERPIECES
Chewed by Yungblud.
Crafted by Greg Yuna.
Collected by You.

PROBLEM: The pandemic hit the gum category hard. More sheltering in place and less social outings meant less concern for fresh breath – a key purchase driver – resulting in steep sales decreases.

Coupled by the fact that our client, 5 gum hadn’t run a major brand campaign in over a decade, we’d need to do something big to introduce them to Gen Z.

SOLUTION: We partnered with Yungblud to chew one piece of gum before every performance on his 15 date 5gum-sponsored tour. Every thrill, nerve and pre-show jitter to be imprinted into each wad of gum.

Then, with the help of celeb jeweler Greg Yuna, we turned those 15 pieces of chewed gum into "The Masterpiece Collection."

100% of proceeds from the auction of the collection went to NIVA (National Independent Venues Association) through a charity partnership with eBay.

We scored coverage in Rolling Stone, BILLBOARD, People, NME, Adweek and more and had over 5.5 BILLION earned media impressions in the first week.

Some cool stats:

92% key message pull through

27% increase in social volume

169% increase in social engagement

And 25% increase in online sales

We turned one man’s chewed gum into another fan’s treasure. And we did it all by putting our product front and center.

Client
5 GUM / Mars Wrigley

Role
Art Direction, Design

Awards
PRovoke Media North American Sabre award for Best Digital & Social Campaign

PR Global Awards - Highly Commended in the category of Global PR Breakthrough

Gold Addy (National) in the category of Specialty Advertising – Apparel

Silver Addy (District Six) in the category of Specialty Advertising – Apparel

Gold Addy (Chicago) in the category of Specialty Advertising – Apparel

Silver Addy (Chicago) in the category of Interactive Campaign

Silver Addy (Chicago) in the category of Branded Content

Silver Addy (Chicago) in the category of
Cross Platform Integrated Campaign

One Show - Shortlisted

Art Director’s Club - Shortlisted