THE HUMAN PRESERVATION PROJECT by 42 Entertainment for 5

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THE HUMAN PRESERVATION PROJECT

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Industry Chewing-Gum
Media Film
Market United States
Agency 42 Entertainment
Art Director Johnny Rodriguez
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Silver

Credits & Description

Type of entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: WRIGLEY
Product/Service: 5 GUM
Agency: 42 ENTERTAINMENT BURBANK, USA
Advertiser WRIGLEY
Product 5 GUM
Entrant 42 ENTERTAINMENT BURBANK, USA
Type of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Title: THE HUMAN PRESERVATION PROJECT
Advertiser/Client: WRIGLEY
Product/Service: 5 GUM
Entrant Company: 42 ENTERTAINMENT BURBANK, USA
DM/Advertising Agency: 42 ENTERTAINMENT BURBANK, USA

Producer/Chief Executive Officer: Susan Bonds (42 Entertainment)
Creative Director/Chief Creative Officer: Alex Lieu (42 Entertainment)
Account Director/President: Justin Pertschuk (42 Entertainment)
Interactive Design: Michael Borys (42 Entertainment)
Experience Design: Derek Thorn (42 Entertainment)
Art Director: Johnny Rodriguez (42 Entertainment)
Technical Director: Kevin Burkhardt (42 Entertainment)
Technical Director: Sascha Linn (42 Entertainment)
Lead Writer: Kevin Perry (42 Entertainment)
Game/Puzzle Design: Perre Dicarlo (42 Entertainment)
Game/Puzzle Design: Jason Siadek (42 Entertainment)
Senior Programmer: Sara Raasch (42 Entertainment)
Visual Designer: Paris Woodward (42 Entertainment)
Visual Designer: Jason Reyna (42 Entertainment)
Visual Designer: Alice Yeh (42 Enteratinment)

Describe the brief from the client
5 years young, the 5 Gum brand was maturing and to remain top-of-mind and relevant with teens and young adults, the brand knew it needed to break category convention amidst a declining category. The brand found the solution by launching a lifestyle and entertainment experience.

By expanding on the mythology behind the 5 brand, we created an online experience where consumers could explore an immersive 3D world. The currency within this experience was the product: by purchasing 5 Gum, consumers gained unique codes that allowed access to exclusive content.




Describe the creative solution to the brief/objective.



Through a transmedia experience, we created a distributed narrative that revealed more about the mythology behind the 5 brand, and built an online experience where consumers could explore an immersive 3D world, interact with and 'turn on' the testing facilities as seen in the TV commercials, all from a first person POV. The currency within this experience was the product: by purchasing 5 Gum, consumers gained unique codes that allowed access to exclusive content within these testing facilities and sensory experiments.

Over 6 months, different test facilities that were glimpsed in the commercials were opened. Epic film content featuring recognisable talent, Terry O'Quinn (Lost) and Summer Glau (Serenity, Sarah Conner Chronicles), added dimension to the narrative.




Describe the results in as much detail as possible.



We wanted to re-ignite the teen and young adult audience in an authentic way, and raise their expectations of what that engagement could look like. Consumers spent an average of almost 15 minutes in the experience, and the audience size far exceeded that of previous 5 gum initiatives. 5m consumers directly interacted with the transmedia campaign elements, including the online game(s), mobile content, live events, scavenger hunts and retail activations. This never been done before programme in the CPG industry significantly surpassed internal benchmarks surrounding unique digital views, average time spent, scans of QR Codes and inpack codes, Facebook integration and tab views, along with continuing to build consumer engagement and loyalty.




5 gum is a brand that has always done things differently – from its name, flavours, sleek pack and stick form, to its ads and the proposition that the brand is rooted in intrigue, self-exploration and experimentation. 5 is an experience, not just a gum brand and hyperbole has always helped tell the brand’s story. This allowed a very authentic extension of commercials that had hinted at a world to come to life through branded entertainment. Using transmedia tools, this campaign spun a narrative AND experience through all the distribution channels used to bring the product to market and generate awareness and consideration.