5 Chewing Gum Outdoor MISSION ICEFLY by 42 Entertainment

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Industry Chewing-Gum
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency 42 Entertainment
Creative Director Alex Lieu
Art Director Johnny Rodriguez
Producer Susan Bonds
Released September 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: WRIGLEY
Product/Service: 5 GUM
Chief Creative Officer: Alex Lieu
Executive Creative Director: Susan Bonds
Creative Director: Alex Lieu
Art Director: Johnny Rodriguez
Producer: Susan Bonds
Account Manager: Justin Pertschuk
Account Manager: Justin Pertschuk

Ambient Execution Description
A key strategy for launching The Human Preservation Project and bringing people to the experience was intercepting target audiences at pop-culture events around the country with cool, mysterious experiential stunts - the largest of which took place at the 2011 Bonnaroo Music Festival in Manchester, Tennessee.

The objective was to be unexpected, surprise and delight a marketing adverse audience, and get them to engage in an original, branded entertainment experience brought to life by 5 Gum.

All 5 Gum TV spots have depicted people in elaborate labs conducting cool sensory experiments with the tagline “Stimulate Your Senses®.” One of these TV spots featured "Iceflies" - cool, luminescent, bio-mechanical lifeforms. To launch our transmedia campaign, we brought these iceflies to life in a spectacular way.

At the Bonnaroo Music Festival, eight precision skydivers released over 40,000 blinking LED iceflies over the crowd of 90,000 people at night. A QR code on the iceflies led consumers to a new website, where a countdown ticked away to the next phase in the campaign.