Mars/Wrigley

Energy BBDO *Lead Agency

Jeff Adkins, Managing Director
Larry Gies, Chief Strategy Officer
Lianne Sinclaire, Client Service Director
Andres Ordonez, Chief Creative Officer
Elke Anderle, Group Planning Director
Josh Gross, Executive Creative Director
Pedro Perez, Executive Creative Director
John Pratt, Executive Producer
Erin Welsh, Account Director
Zach Graham, Integration Strategy Director

MediaCom

After returning Extra to growth on the strength of one heartwarming ad, “Origami”, there was still doubt about whether an emotional approach was viable for gum.  Was it a one-hit-wonder, or the beginning of something more?  It was a critical question for Wrigley, as Extra was its largest growth brand.  By transforming a TV-centric idea into a participatory brand experience, we more than quadrupled Extra's growth rate, even as the category declined.