Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
Releasing A Love Story that Sells Itself
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. We responded by creating a short film that quickly became one of 2016's most celebrated love stories.With this film at the heart of our communications, we more than quadrupled Extras growth rate, even as the category declined.
Brand: Extra Gum
Agency: Energy BBDO