These Chewing Gum Ads ‘Keep It Fresh’ with Vivid Animations

BBH’s new campaign for Vigorsol chewing gum shows the power it has to inject recognisable scenes into the unexpected. 

Italian teens want to stand out and show their uniqueness but so often they are paralysed by the choices available to them and they stay in their comfort zone. Vigorsol, with its powerful freshness and bold tone of voice, is in the perfect place to give them the confidence to try new things and ‘Keep It Fresh’. 

So this campaign intends to lead by example, to live by the brand’s proposition, reinvent, be different, behave in a fresh way, try new things and get noticed, giving teens across Italy the confidence to ‘Keep It Fresh’.

The campaign contains six 15-second TV spots, with two different films playing in each ad break. These ads act as short, sharp, disruptive breaks in comparison to the usual 30-second spots. Each ad is recognisably Vigorsol, starting on the same shot and using similar riffs of music and colour palettes, but the freshness effect of the gum then transforms the scenes into something unexpected, surprising, bold and adventurous. 

Another component is the ever-changing billboard (OOH). Relating to particular themes and interests of our audience (sport, gaming, partying etc.), illustrators have brought to life the ‘Keep it Fresh’ mantra in their own styles. The product plays a pivotal role, front and centre of the artwork, in transitioning from one fresh illustration to the next, thus forever keeping the billboard fresh! Subtle animation helps the artwork stand-out within digital OOH sequences.