TURNING A GUM BRAND INTO A MUSIC PROMOTOR.
Wrigleys wanted to get a younger audience chewing their stuff, so we turned Extra from a gum brand into music promotors by transforming pre-rolls into a talent show for upcoming Aussie musicians.
I creative directed this before leaving Clems and always hoped it would see the light of day. But full credit for the idea and execution goes to the creative team Willy Maitland, Zander Willament and their support crew at BBDO Sydney.
