Our task was creating a brand awareness campaign for Wrigley’s 5 Gum to an audience of 18-24 year-olds - using the proposition ‘Stimulate your senses’.We understood the audience had no interest in most traditional advertising, and that gum wasn’t a very cool product anymore. Our solution was to create an experience that stimulated people’s senses in a very real way.

We identified mobile gaming as the most relevant platform for the audience, and created a unique experience for it: a ‘video game with no video’.

The game was a success with audiences and within the gaming industry, breaking free from the stigma branded games sometimes carry.It was played over 275,000 times in the first 3 months of the campaign, and 5Gum’s Facebook page went from 0 to 35,000 fans in a few days without any direct incentive. It has had more than 500 reviews in the app store, with an average 4 star rating.It received acclaim in the gaming press: from PocketGamer to the Guardian newspaper. It got hundreds of brilliant user reviews like ‘f-ing amazing!’ and ‘Good app, poo-ed myself, tho!!!’.

The Nightjar is a chilling sci-fi horror game where users have to escape an alien infested spaceship using their hearing alone. The game uses groundbreaking 3D binaural sound technology and utilises the mobile platform in an exciting way.

It features state of the art writing, game and sound design. The main character is played by Benedict Cumberbatch (from ‘Tinker, Tailor, Soldier, Spy’ and ‘Warhorse’). The launch strategy used elements of game marketing, with exclusive previews, limited edition posters and audio advertising leading people to the iTunes app store. Characters from the game tweeted the plot for months before the launch.