CLIENT
Mars, Inc.
John Goetter, Global Brand Director
Ashley Findlay, Senior Brand Manager
AGENCY
John Goetter, Global Brand Director
Ashley Findlay, Senior Brand Manager
MediaCom
Jeff Adkins, Managing Director
Larry Gies, Chief Strategy Officer
Elke Anderle, EVP, Group Strategy Director
Julien Lemoine, Vice President CLM
Allison Arling-Giorgi, VP, Global Strategy Director
Layne Steele Paddon, Account Supervisor
Kristen Miller, Account Executive
Andres Ordonez, Chief Creative Officer
Josh Gross, Executive Creative Director
Fernando Passos, Creative Director
Pedro Perez, Executive Creative Director
Dan McCormack, Creative Director
Chris Cavalieri, Art Director
Lianne Sinclair, Client Service Director
Jamie DeFer, Global Account Director
Tyler Bartley, Art Director
Alejandro Pere, Copywriter
Tori Probert, Copywriter
Starcom
ICF Next
Fanscape
SUMMARY
Young people knew 5 Gum, but didn't have any meaningful connection to the brand. Our campaign proved that you don’t have to hold a mirror up to young people to grab their attention and drive results. We made a calculated choice in telling stories about five senior citizens, and in the end, we not only drove massive amounts of social conversation among youth, but drove nearly double-digit sales lifts among those who saw our work, with the heaviest share coming from households with young people present.
