Play You Good

Being a teenager in 2025 is tough—constant stress, anxiety, and endless challenges to navigate. But Extra had already leveled up with its "Chew You Good" campaign. We wanted to take it even further. If they put the solution in Gen Z’s mouths, why not put it in their hands too? That’s why we created "Play You Good", transforming gum packaging into fidgets designed to help with mental health struggles like anxiety, stress, and ADHD. To launch it, we went big—placing it in the heart of London’s most iconic square, Piccadilly Circus, where teens could immerse themselves in sensory experiences. Later, we brought it even closer to where focus issues hit hardest: schools. That way, Gen Z could always have it right when they needed it most.