AMV BBDO has teamed up with actor and rapper Michael Dapaah to create a campaign for Wrigley Extra that begins with a 12-hour ad, created live with input from social media audiences.

At the heart of the campaign is the big idea of ‘In my personal space’, dramatising how Extra makes you feel confident, no matter what or who comes into your personal space.

Michael Dapaah will be shown in the constrained space of a small lift, a situation that we can all relate to, where he’ll remain for 12 hours. Wrigley Extra will be streaming his day live on Facebook and taking suggestions from social media users to co-create as many funny pieces of content as possible.

He will be joined throughout the day by special guests, including Love Island star Josh Denzel and TV presenter Scarlett Moffatt, who will help drive traffic to the stream and build interaction on social media. 

Each of the featured guests will also be challenged to take part in this confidence marathon by Dapaah and Wrigley Extra, and their own audiences. 

After the 12-hour livestream, which takes place on 11 October, AMV BBDO will take the funniest bits of content and turn them into shorter, stand-alone edits of various lengths to run on Facebook, Snapchat and Instagram in the UK for four weeks.

Alison Owen, Gum portfolio director for Wrigley Extra, said: “We briefed AMV with devising a bold, fame-driving idea that must have the GenZ at its heart while building on the brand proposition that Extra makes you feel confident, no matter what comes into your personal space. We know this meant taking some risks, and they’ve certainly delivered with this campaign. Michael Dapaah is also the perfect choice to bring the idea to life and connect with our audiences.”