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.
Live For the Moments Before
The new campaign focuses on the moments of anticipation before new experiences, from everyday to aspirational. We produced five wide-ranging spots to show how the big idea can be applied universally.
The best social examples became permanent content on our mobile-first website. We also house all global promotions such as the annual Truth Or Dare campaign on this site as well, translated for over 15 languages.
We worked with a post house to create a 3D sculpture of various Life Happens In 5 moments, happening right inside the logo form.
A visual counter works with the sound mnemonic in all our films to reinforce the moments before a choice is made, racheting up the drama and drawing attention to those moments before the action.