Extra Case study Give Extra, Get Extra by Energy BBDO Chicago

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Give Extra, Get Extra

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Industry Chewing-Gum
Media Case study
Market United States
Agency Energy BBDO Chicago
Associate Creative Director Sofía González, Josejuan Toledo
Creative Director Jonathan Linder, Pedro Perez, Josh Gross
Copywriter Emily Akins
Client Service Director Lianne Sinclair
Producer Shobin Mathew
Illustrator Mya Pagán
Editor David Angelo Valencia, Eve Ashwell At Final Cut
Production Rattling Stick
Director Pete Riski
Released March 2016

Awards

Cannes Lions 2016
Cyber Web Campaign: Food & Drinks Bronze Lion

Credits & Description

Title: Give Extra, Get Extra
Agency: Energy Bbdo
Brand: Wrigley, A Subsidiary Of Marsorporated
Country: USA
Advertising Agency: Energy Bbdo, Chicago
Entrant Company: Energy Bbdo, Chicago
Media Agency: Energy Bbdo, Chicago
Pr Agency: Olson Engage, Chicago
Production Company: Rattling Stick, Santa Monica
Additional Company: Stir Post Audio, Chicago
Vocalist: Haley Reinhart (Ole Media Management L.P)
Communications Manager: Kate Kelley (Energy Bbdo)
Head Of Integrated Production: Rowley Samuel (Energy Bbdo)
Producer: Shobin Mathew (Energy Bbdo)
Group Planning Director: Elke Anderle (Energy Bbdo)
Managing Director: Jeff Adkins (Energy Bbdo)
Senior Art Director: Jesús Díaz (Energy Bbdo)
Illustrator: Mya Pagán (Freelance)
Account Director: Erin Welsh (Energy Bbdo)
Copywriter: Emily Akins (Energy Bbdo)
Digital Designer: Gina Lin (Energy Bbdo)
Digtial Strategy Director: Zach Graham (Energy Bbdo)
Head Of Production: Andrew Sommerville (The Mill)
Editor: Angelo Valencia (Beast Editorial)
Director Of Music: Daniel Kuypers (Energy Bbdo)
Account Executive: Katheryn Batista (Energy Bbdo)
Chief Creative Officer: Andrés Ordóñez (Energy Bbdo)
Editor: Eve Ashwell (Cut + Run)
Design Lead: Hung Vinh (Energy Bbdo)
Client Service Director: Lianne Sinclair (Energy Bbdo)
Audio Post: Matt Holmes (Stir Post)
Creative Director: Pedro Pérez, Josh Gross, Jonathan Linder (Energy Bbdo)
Director: Pete Riski (Rattling Stick)
Executive Producer: John Pratt (Energy Bbdo)
Executive Producer: Mitch Monzon (Whiz Bang)
Senior Account Executive: Brittany Peskind (Energy Bbdo)
Project Manager: Jason Yang (Energy Bbdo)
Program Manager: Jeremy Hawking (Energy Bbdo)
Associate Creative Director: Josejuan Toledo, Sofía González (Energy Bbdo)
Executive Producer: Preston Lee (Sanctuary)
Outcome:
The campaign generated more than 1.3 billion impressions. "The Story of Sarah and Juan" received more than 110 million views, 40 million of which came in the first 48 hours. It was shared 1.4 million times, became a trending topic, made headlines around the world, got spoofed a few times, and was named one of the top 5 iconic ads of the year by YouTube.Over a thousand unique pieces of wrapper art were created and shared back with consumers. After the campaign launched Extra was the top-selling gum brand for 25 weeks in a row.
Campaign Description:
We turned the smallest, most disposable part of our product – the wrapper – into a new medium that allowed the brand to connect with consumers, and people to connect with each other.
Execution:
It started online, with a love story that gave new meaning to our wrappers. Our film, "The Story of Sarah and Juan," showed that even the most meaningful connections in life can come from something as small as sharing a piece of gum. Then we actively engaged consumers through a combination of live artists, social media platforms, and technology, devising a way to turn the moments people were sharing online into beautiful hand-drawn wrapper art, in real time. All consumers had to do was tag a photo with our hashtag: #GiveExtraGetExtra. The unique pieces of art were displayed in an interactive gallery at GiveExtraGetExtra.com and consumers proudly shared them across their social networks — getting our wrapper in front of millions of people in a truly meaningful way.
Synopsis:
Extra gum had become one of the biggest brands in the category, dominating store checkout lanes with a myriad of flavors. But despite its size, the brand lacked a clear meaning and sales were declining.
Strategy:
Rather than follow category convention, playing to people’s heads with functional product messaging, we sought out to win over people’s hearts with powerful storytelling that would infuse the brand with new meaning. Simply put, we wanted people to fall in love with Extra gum.