Chew 5 Gum Turns TikTok Fan Reactions into Surreal Animations
Mars Wrigley is taking 'How It Feels to Chew 5 gum' to a new dimension, inviting gen z TikTok fans to help regain their senses by channelling their love for meme culture and the weirdest parts of the internet, and taking it to social media.
Building on the brand’s legendary campaign, the Co-Creation series from Energy BBDO transforms real fan responses into surreal, sensory-driven animations – turning the internet’s weirdest 'how it feels' takes into a modern, multi-sensory social experience.
From 'becoming a human air conditioner' to 'smashing a watermelon so hard it breaks reality,' this chapter is all about letting fans drive the feeling across a 12-part installation.
"At Mars Wrigley, we’ve always celebrated the creativity and passion of our consumers, and 5 gum’s legacy of ‘Stimulate Your Senses’ is a perfect example of how we connect with people on a personal level,” said Maria Urista, vice president, gum and mints at Mars. “Seeing how fans have brought their humorous, vibrant perspectives to life over the years has been nothing short of inspiring. With this campaign, we’ve taken their creativity and put it on a bigger stage, turning their incredible ideas into content that’s as bold and refreshing as 5 gum itself.”
“Sometimes the answer lies in the space your brand occupies in culture. For 5 Gum, that space just happened to be a bizarre and hilarious corner of the Internet,” said Josh Gross, chief creative officer at Energy BBDO.
