Brief

Position 5 Gum as a brand that is ready for those exhilarating moments—the ones that come when you least expect them. 

Creative solution

For Millennials and Gen Z, finding a job is a challenge. Catching a good job is difficult. And landing a dream job is nearly impossible. To speak to this, we created You’re On In 5 - a branded content video series that gives five young creatives the opportunity to kickstart their careers.

The series is made up of five reality-style episodes (Dancer, DJ, Comedian, Stylist and Singer). Each episode introduces us to our young hero, and we learn about their aspirations and hustle. Then, we surprise them with an opportunity—delivered in a pack of 5 Gum, natch. Will they step up to the challenge? Or will they crumble under the pressure?