Trident chew tunes
With brands everywhere trying to connect with Gen Z, Trident needed to find a different way in. Knowing the target is one of the most design-driven and brand-aware audiences, our idea combined technology and music with social media for a unique brand experience.
We created Chew Tunes, a social campaign turning packs of Trident gum into AR keyboards, and Trident fans into music producers. The original auto-tune master producer himself, T-Pain, launched an immersive AR studio which allowed fans everywhere to create custom tracks and beats to share on social for a chance to score a trip to the Grammys.
The results blew past benchmarks, generating millions of impressions, increasing brand affinity and connecting with the target on a more personal, engaging level.
2021 One Show Shortlist
Creative Directors:
Jowita Kostek
Will Wilson
Matt Stuyck
