Chew Through It
ART DIRECTOR: Olivia Valcourt
COPYWRITER: Jack Levin
AWARDS: Graphis New Talent, Ads of the World
Gen Z already turns to music as a coping mechanism, sad songs, heartbreak playlists, and everything in between. At the same time, chewing gum is a proven way to physically release anxiety. Built as a continuation of Extra’s “Quiet Your MindMouth” campaign, Chew Through It combines the two, giving teens a new tool to manage their emotions in a way that feels natural and accessible.
Digital In-App
When people listen to music on Spotify, they’ll see an option asking if they want to “Chew Gum In Rhythm” encouraging them to cope with their emotions by chewing gum to the rhythm of the song. You have the option to chew in standard time or create your own rhythm with freestyle.
An animated gum graphic will then appear on screen to help you keep in rhythm to the song.
In freestyle mode, you can record yourself chewing gum to your own rhythm as the song plays. Motion sensors track your chewing and generate a custom tempo just for you. And you can save it to your Chew Gum Library on that song page.
You’ll be able to see what songs you chewed to the most throughout the year on your “Chew For You” playlist. This playlist will be dropped on December 5th, which is National Mental Health Day.
Out of Home
Extra will also put up interactive billboards outside of music venues that dispense single pieces of gum to help concert-goers settle their pre-show jitters
Experiential
Along with the Spotify in-app features, Extra will release limited-time Artist Packs themed around different artists who talk about mental health through their music.
The first 6,000 Artist Packs sold will contain a ticket to a mini music festival with all the artists featured in the packs. The ticket will be hidden in one of the wrappers.
There will be brief details on the back of the ticket with a qr code for more info. The physical ticket is required for entry into the festival.
The tickets will be included in the Artist Packs without an official announcement from Extra and will instead rely on earned media especially from social to create buzz around the festival.
