With the world’s population stuck inside due to the global pandemic, there was a major drop in social interactions, which meant people no longer needed to freshen their breath with gum. One very long year later, people were about to re-emerge into public life. Extra’s campaign film, For When It’s Time, aimed to dramatise just how joyous the public’s return to the world could be. It was held together by a storyline that hit close to home, reminding people that when it’s time to get close again, they might want to freshen up with some Extra Gum first.
What did the judges have to say?
"Perfectly matched the collective emotional feeling of the moment with the purpose of the product."Antonia Zobaran, Creative Director, AlmapBBDO
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