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Wrigley's Orbit Hits Emotional Sweet Spot with 'Time to Shine' Global Launch, 4 months, 2 weeks ago

Energy BBDO and director Joachim Back move brand to new, emotive creative platform

Wrigley's Orbit Hits Emotional Sweet Spot with 'Time to Shine' Global Launch

EnergyBBDO have launched a new, aspirational global platform for Wrigley’s Orbit sugar free gum.


The new campaign, “Time to Shine” is all about being ready for life’s big moments,and celebrates the potential of what can happen when you’re feeling confident and at your best.


“Timeto Shine” marks an exciting evolution in the brand’s global creative strategy from the functional-benefit approach of the brand’s previous “Just Brushed Clean Feeling” campaign, instead focusing more on the emotional benefits of the clean feeling you get chewing Orbit.


The campaign was directed by Joachim Back  at Anonymous Content and consists of a central anthem spot and several 15-second executions. The work is a result of a global collaboration between Energy BBDO, CLM BBDO and BBDO South China.

It’snot the first time Wrigleys product have gone for a more emotional approach,Wrigley’s Extra had a major hit last year with Wrigley’s Extra with Sarah &Juan. 

Creative Agency

Chief Creative Officer: Andrés Ordóñez

Creative Director: Pedro Pérez, Josh Gross, Jeff Cenna

Executive Creative Director: Kevin Lynch

Planner: Global Strategic Planner: Veronique Bernard

Account Director: Erin Welsh

Group Account Director: Melanie Marchand

Executive Producer: John Pratt

Designer: (Lead) Hung Vinh

Producer: Alice Chu

Creative Agency: Energy BBDO & CLM BBDO & BBDO South China

Project Manager: Gabrielle Granados

Director of Integrated Production: Rowley Samuel

Creative Partner: Helen Sze

Senior Art Director: Jesús Diaz

Associate Creative Director: Alejandro Peré, Dan McCormack

Vice President: (CLM BBDO) Julian Lemoine

Deputy Managing Director: Laurent Duvivier

Director of Music: Daniel Kuypers

Music and Sound

Producer: David Kaplan, Mindy Verson

Sound Design: Nick Bozzone

Sound Mix: Nick Bozzone

Sound Production: Stir Post

Original Composition: Adelphoi Music


Edit Assistant: Edward Cooper

Edit Company: The Assembly Rooms

Editor: Eve Ashwell, (60/30 Anthem) Sam Rick-Edwards

Executive Producer: Mary Know

Producer: Polly Kemp

Post Production / VFX

2D Artist: Andrew Pellicer, Michael Sarabia, Trent shumway, Ryan Urban

2D Lead Artists: Jay Bandlish

Colourist: Luke Morrison

Head of Production: Andrew Sommerville

Post Production House: The Mill

Producer: Tracey Khan

Category: Food , Snacks and confectionary

Genre: Documentary , People , Photography , Strategy/Insight