I participated in the 2025 D&AD Wrigley’s Extra brief, which challenged participants to reimagine the brand in a fresh way that resonates with Gen Z, while reinforcing the relevance of chewing gum, and presenting it as a tool for managing stress and anxiety.
My campaign, titled Keep Your Chew, centred on the concept that maintaining composure—symbolized by “keeping your chew”—helps individuals stay calm and collected, even in stressful situations. By keeping your chew, you can keep your cool!
Targeted at Gen Z, the campaign emphasized the role of Extra gum in fostering a sense of well-being, whether during moments of relaxation or amidst pressure. I visually represented this concept by integrating the brand’s assets with more subdued, calming colours to appeal to a younger audience. Additionally, I designed Snapchat filters aligned with the campaign, promoting various chewing gum flavours to engage the new generation and reignite interest in chewing gum.
