Sticky Stories

Have you ever noticed that chewed gum is stuck everywhere? That’s because stressed teens are everywhere. They chew gum to cope with tough moments, the same moments no one listens to. So, we took Extra Mars’ “Chew You Good” campaign and made it speak their language with Sticky Stories, a TikTok series turning real Reddit stories into something new: tales told by chewed gum. Then, we brought them offline, placing posters in school hallways, transforming forgotten gum into a symbol of shared struggles. Chewed for stress, stuck for a story. Because even what’s left aside has something to say.