5 Film FIVE REACT by Energy BBDO Chicago, MJZ, The Mill

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Industry Chewing-Gum
Media Film
Market United States
Agency Energy BBDO Chicago
Director Dante Ariola
Executive Creative Director Mike Roe
Art Director Isabela Ferreira
Copywriter Jonathan Ozer
Agency MJZ
Agency The Mill
Executive Creative Director Frank Dattalo Production
Account Supervisor Emily Kane
Editor Andrea Mcarthur
Production Peepshow Films
Released May 2010

Credits & Description

Category: Sweet Foods & Snacks
Advertiser: WRIGLEY
Product/Service: 5 REACT GUM
Production Company: MJZ, Los Angeles, New York, Los Angeles, USA, USA, USA
Production Company: PEEP SHOW, Los Angeles, New York, Los Angeles, USA, USA, USA
Production Company: THE MILL, Los Angeles, New York, Los Angeles, USA, USA, USA
Date of First Appearance: May 17 2010
Chief Creative Officer: Dan Fietsam
Executive Creative Director: Frank Dattalo/Mike Roe
Copywriter: Jonathan Ozer
Art Director: Isabela Ferreira
Agency Producer: John Pratt
Account Supervisor: Emily Kane
Director: Dante Ariola
Editor: Andrea Mcarthur
Music: Gus Koven/Stimmung

English Description

To effectively launch New 5 React, a black stick of gum that allows each chewer to have their own flavor experience, we’d have to find and leverage a core creative idea that would strongly telegraph this exceptional product’s promise. Inspiration for the creative idea was derived directly from the product design and experience. Because React is a black stick of gum it has no color cues to signal to the chewer what the experience will be. As each person tries React they are left to interpret for themselves what flavors they are experiencing. It is an ambiguous stimulus, a black object that everyone experiences differently… just like a psychological inkblot test. This proved to be the perfect metaphor to telegraphically communicate that everyone experiences React differently. The epic TV concept then took shape in crisp HD, chronicling a dramatic and hyperbolic journey into the unknown, as three brave explorers together take part in a larger-than-life React experiment and each have very different experiences. Viewers are left with a simple and enticing warning: “Experience may vary.”