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For When It's Time

Award: Yellow Pencil

Yellow Pencil / Film / Social Commercials Over 30 Seconds / 2022

Award: Graphite Pencil

Graphite Pencil / Film / TV/VOD Commercials Over 120 Seconds

Award: Wood Pencil

Wood Pencil / Casting / Film

Award: Wood Pencil

Wood Pencil / Entertainment / Scripted Short Form

Award: Shortlist

Shortlist / Sound Design & Use of Music / Existing Music

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

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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