Mystery Gum

Creative Brief For EXTRA: The impact of the COVID pandemic has had a major impact on consumer mobility & relevance of gum as a result. As a result, gum occasions have diminished while reasons to chew remain the same. Consumers need to be reminded of the role gum plays in their lives and therefore more motivated to think about it and ultimately purchase gum. Find a way that clearly communicates how gum fits into people’s daily lives.

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Art Director, Conceptualized Idea, Designer, Copywriter