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

Creative 623 Add to collection

Familiar moments take a surprise turn in Vigorsol campaign by BBH London for the Italian youth market

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. 

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Client Credits

Marketing Manager: Gianluca Fausti

Senior Brand Manager: Serena Zaffaroni

Brand Manager: Alice Lampugnani

BBH Creative Team: Linda Weitgasser, Alex Sattlecker, Andy Parsons

BBH Creative Director: Kimberley Gill

BBH Strategy Director: Tom Hargreaves

BBH Business Lead: Julian Broadhead

BBH Account Director: Charlie Griffith

BBH Account Manager: Laura Huber

Film Credits

BBH Producer: Zaf Choudhury

Production Company: Friend London

Director: Eshan B

Executive Producer: Chris Abitbol

Producer: Campbell Beaton

DoP: Marcus Autelli

Post Production: Glassworks

VFX Editor/Editing House: Brendan Jenkins @ tenthree

Sound: Jake Ashwell @ 750mph

Lead Music Supervisor: Julz Baldwin

Print Credits

BBH Producer: Pippa White, Aine Donovan

Illustrators: Thomas Hedger, Ana Jaks, Oli Frape, Ignacia Ruiz, Walter Newton, Kris Andrew Small, Jim Stoten Senior Digital Designer

Genres: Animation, People

Categories: Food, Confectionery

BBH London, Thu, 31 Oct 2019 17:23:59 GMT