Using iconic brand and product elements we wanted simply convey our message by creating an unfolding time line, showing how Wrigley’s Spearmint Gum goes on and on and on. It’s flavour too. So we took the texture and format of the sticks of gum to create a seemingly endless, labyrinth-like loop. But to further convey the ‘long-lasting’ message we needed to tell a story. So what better way to do this than to use famous classic stories, known and loved around the world, that have also been around for a long time. And – just like Wrigley’s itself – they should be around for much longer too. The sticks of gum come together to show the two protagonists of each story, completing the picture and triggering memorable recognition in our audience.

To really evoke a ‘classic’ feeling we wanted to recreate a ‘classic look’. The flat grainy illustration style is reminiscent of print ads from a bygone age, providing a further link to the classic stories. The use of textures and smooth shadows helps take the viewer back to a previous era, evoking a warm sense of nostalgia that belongs to our collective imaginations. Something familiar and reassuring. Something that you know and trust that has stood the test of time. Just like Wrigley’s itself.

As the campaign only launched in March 2016 there are no results available at time of entry.