The film shows a young man arriving at the airport through the arrival gates. We see him exit the gate just like a star, as a crowd of people are looking at him with great admiration. Our hero walks confidently in the crowd, answering by small signs and winking to people around him, from the fans waiting for an autograph, to the stewardess & even workers from the airport. An epic music accompanies the scene, and suddenly stops to reveal our hero doing an awkward dance on his own, while nobody around him seem to really care. The film ends up with the super « Do it like you chew ».

Challenge:

While the loss of speed of the chewing gum market in France is attributable to a lack of interest from teens, how can Hollywood Chewing Gum play again a role in their lives and reconnect to a new generation of chewers.

Insight:

Being a teenager today means going through permanent pressure: uncertain future, dichotomy between an unlimited digital sphere and a real life full of constraints.

Solution:

We’ve recreated cultural proximity with our teen audience, by replacing the product effect at the heart of the strategy: the act of chewing releases tensions, helps you focus on the essential, and allows you to adopt a unique and free-spririted attitude whatever the situation you’re in. This attitude is synthesized in the concept of "Do It Like You Chew".