How can you give new meaning to a brand that hasn’t had any since the 1980s? How can you get consumers of all ages to pay attention to gum again? Instead of the following the trend of slapstick humor, we took a different approach for the re-launch of Extra in the U.S. An honest and sincere look at great, enjoyable moments shared with someone over a stick of gum. "Origami” chronicles the meaningful exchange of origami cranes between a father and his daughter. The campaign celebrates the notion that a simple thing, like Extra, can have a big impact.