Brief

Introduce Excel’s new product format, the Chewy Mint, while helping it stand out against their existing options.

Creative solution

There are gum people, and there are mint people. But in between, we found a sweet spot (no pun intended): the opportunity chewers. Folks who bite when choosing dinner options, or take a nibble while sitting an exam. For them, there’s Chewy Mints. As refreshing as a traditional hard mint, without the marathon jaw workout of a piece of gum.

And for these people, we created an out of home campaign that spoke directly to their urges. We took to the common victims of opportunity chewers—pen caps, pencils, straws—and used extreme macro photography to turn them into heroes.

Awards and Publications

Lürzer's Archive feature - Issue 6/2017
Astral Media feature - Fall 2017 Creative Review