Chew In Rhythm - Extra Gum
Awards: Ads of the World 2024
Goal: Aim to position Extra gum as an accessible wellness solution for today’s anxious, overwhelmed GEN-Z.
Insight: People listen to sad songs to deal with emotions.
Big Idea: Chew in Rhythm to both cope and release anxiety.
Art Director: Olivia Valcourt
When people listen to music on Spotify, they’ll see an option asking if they want to
“Chew Gum In Rhythm” encouraging them to cope with their emotions by chewing gum to the rhythm of the song.
You have the option to chew in standard time or create your own rhythm with freestyle.
An aura graphic will then appear on screen to help you keep in rhythm to the song.
In freestyle mode, you can record yourself chewing gum to your own rhythym as the song plays. Motion sensors track your chewing and generate a custom rhythm just for you.
And you can save it to your Chew Gum Library on that song page.
EXTRA will be dropping their “Chew For” playlists, helping people find songs to match their feelings.
You’ll also see what songs you chewed to the most throughout the year on your “Chew For You” playlist. This playlist will be dropped on December 5th which is National Mental Health Day.