Extra Gum
D&AD Entry
This contradiction sparked our thinking. If Extra Gum genuinely supports cognitive performance, why aren’t students allowed to use it where they need it most?
Our campaign reframes the conversation. Instead of trying to convince students — who already know the benefits — we turned our focus to the gatekeepers: the schools themselves. What started as a simple product brief became a bold push for change, using humour, insight, and cultural relevance to spark debate and reframe Extra as more than just gum — but a tool for learning.
THE BRIEF
Get teenagers to understand the cognitive benefits of chewing Extra Gum — even when they aren’t the ones making the rules.
THE CONCEPT
We flipped the target. Instead of convincing students, we created a campaign that puts pressure on the people who can actually make the change — schools. By speaking to adults in the tone of a student revolution, we amplified the absurdity of banning something that helps kids focus. The campaign becomes a movement for modern classrooms, driven by science, cheekiness, and a bit of rebellion.
WHAT WE DID
- Concept Development
- Campaign Strategy
- Messaging & Copywriting
- Art Direction
- Social Rollout
- AI Visualisation
- Presentation & Pitch
VIEW THE REST OF MY WORK
WHY IT WORKS
This isn’t a PSA — it’s a student-led uprising disguised as a brand campaign. By shifting the conversation from students to decision-makers, Extra becomes more than gum. It becomes a symbol of progress. Bold, benefit-driven, and impossible to ignore.
MEDIA
- Billboards
- Tram Wraps
- Metrolites
- Posters in and around schools
- TikTok & Instagram
- Petitions and Open Letters
GROUP MEMBERS
Ella, Nic, Milla