There’s nothing quite like the taste of your foot in your mouth. In an earlier post, I complained about the cookie-cutter approach that Wrigley’s had taken with their site for Orbit gum.
That was before I saw their latest effort, an incredible site for Wrigley’s Winterfresh gum, Cool Breath Power.
It’s a magical world to explore – totally non-linear in its navigation, full of Easter Eggs, and chock-full of cleverly integrated branded content: short animations, a downloadable mp3, and my favorite, a way to send e-crushes to the object of your affection. All presented with whimsy and an undeniably, uh, fresh perspective.
The whole site conveys a chewing gum brand truth in a subtle and humorous way- clean breath helps give you the confidence you need to make the first move.
Or as one Organic wrote: "Ninjas. Sold." (thanks Guthrie, Jay, and Adam).
The campaign was developed by Energy BBDO/Chicago, not EVB as previously stated (see the comment below for a list of shout-outs).
Misha Cornes
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Connections
While EVB did an awesome job with the site this campaign was actually developed by Energy BBDO/Chicago.
So cheers to the BBDO planning and account team for developing the strategy that informed the creative and convinced the client that this insane little world of “Cool Breath Power” was the right thing to do.
And to the creative team at BBDO who wrote and developed “The Attraction Chronicles”, LoveMeastro21, the ninjas, the peacock, the snowman, the evil bunnies, the exploding pig etc…
To the band “The Countdown” for writing, performing and producing “Huh, Hun, Honey”.
And especially to the wacky brilliance of Karl Ackerman (Milky Elephant) who BBDO hired to be the illustrator, animator and director. Without Karl, it wouldn’t have been nearly this bizarrely enjoyable.
A campaign like this takes a village.