A key strategy for launching The Human Preservation campaign and bringing people to the experience was intercepting target audiences at pop-culture events around the country with cool, mysterious, experiential stunts - the largest of which took place at the 2011 Bonnaroo Music Festival in Manchester, Tennessee.The objective was to be unexpected, surprise and delight a marketing adverse audience, and get them to engage in an original, branded entertainment experience brought to life by 5 Gum

At the Bonnaroo Music festival, the spectacle of all 40,000 Iceflies descending on a crowd of 90,000 people was declared by MTV as one of the coolest events of the entire festival. All 40,000 Iceflies were retrieved by the festival attendees, and jump-started a wave of over 250,000 joining the campaign.

All 5 Gum TV spots have depicted people in elaborate labs conducting cool sensory experiments with the tagline 'Stimulate Your Senses'. One of these TV spots featured 'Iceflies' - cool, luminescent, bio-mechanical lifeforms. To launch our transmedia campaign, we brought these iceflies to life in a spectacular way.At the Bonnaroo Music Festival, 8 precision skydivers released over 40,000 blinking LED iceflies over the crowd of 90,000 people at night. A QR Code on the iceflies led consumers to a new website, where a countdown ticked away time until the next phase of the campaign.

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.5 years young, the 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.