Air Action Vigorsol, Italy's leading gum, annually surprises and delights its audience of fun-loving Italian 15-30 year-olds who always expect the unexpected.

'The Legend' tells of the Great Wyoming Forest Fire, and how only a miracle could extinguish it. 'Cippi', an Air Action-loving chipmunk, uses his Air Action Vigorsol chewing gum to extinguish the fire with his own miraculous fresh air explosion.

The gaming platform was developed to extend the campaign beyond TV media schedules, spread fame of 'Cippi' among younger digitally-literate consumers and develop a deeper relationship with the brand's core 'fresh air explosion' claim by increasing dwell time and interaction with Cippi.