Description
Problem: People stick their chewed gum under surfaces because the gum lost its flavor.
Solution: Gum with Extra Life doesn't lose it's flavor, so it doesn't end up stuck under park benches or school desks.
Big Idea: Extra flavor gives your gum extra life
Execution:
Three OOH, long copy ads placed underneath park benches and subway seats. The ads are medium sized cards, surrounded by physical chewed gum stuck up around the ad underneath these surfaces. The ads are textured so when people go to stick their chewed gum under the bench, they will feel the ad and look under the bench to discover the ad.
Additionally, Extra will set up Extra Life machines around urban areas. These machines are a cross between a vending machine and a coin press machine, and will be a way to recycle chewed gum. When users deposit their chewed gum in the Extra Life Machine, it is converted into a little animal trinket made of recycled gum, giving their gum an extra life.
This student campaign titled 'Extra Life' was published in United States in April, 2026. It was created for the brand: Extra Gum, by ad school: S.I. Newhouse School of Public Communications. This Ambient and Experiential media campaign is related to the Candy, Snacks industry and contains 8 media assets. It was submitted about 11 hours ago.
Credits
School: S.I. Newhouse School of Public Communications, Syracuse University, United States of America
Art Director: Charlotte Vorder Bruegge
Copywriter: Charlotte Vorder Bruegge
Instructor: Stephen Lundberg
