Today, one of Mars’ most exhilarating and adventurous brands, 5® gum, announced its “Masterpieces” campaign in collaboration with musician and Gen Z icon, Yungblud, and prominent New York City luxury jeweler and artist, Greg Yuna. The campaign brings to life across multiple touch points the brand’s purpose: to encourage people to embrace the thrill of taking a chance, pushing the limits of their craft, and doing what makes them feel alive.
At the center of the new campaign is the “Masterpieces” collection, a set of 15 custom luxury necklaces designed and crafted by Yuna using pieces of Cobalt Peppermint 5 gum that were chewed by Yungblud as part of his pre-concert ritual during his 5 gum-sponsored U.S. album release tour last month. Leaning into the brand’s namesake of stimulating all five senses, Yungblud chewed a piece of 5 gum before hitting the stage at each show throughout his tour, capturing the anticipation and exhilaration felt moments before doing something life-changing.
This professional campaign titled 'MASTERPIECES' was published in United States in October, 2022. It was created for the brands: 5 Gum and Mars, . This Integrated medium campaign is related to the Fashion and Food industries and contains 2 media assets. It was submitted over 1 year ago.