Cannes Lions

AIRWAVES CHEWING GUM

ABBOTT MEAD VICKERS.BBDO, London / WRIGLEY / 2006

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Overview

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Credits

OVERVIEW

Description

This campaign builds on the ‘Come to Your Senses’ brand positioning for Airwaves, aiming to position Airwaves as a product that can give you a mental kick. The creative features an alien about to embark on a life on earth. However, taking an Airwave allows him the mental clarity to see what life would really be like here. We created extra noise and interest both before and after the launch of the TV commercial: a teaser for the campaign revolved around Alien sightings. Following the launch of the ad, the activity was amplified by the creation of a viral and MySpace site.

Execution

The teaser campaign started with a 4” tall alien let loose on London for the day. Sightings were reported by the public, leading to the news being featured on Xfm and Capital FM. Mobile phone photo’s of the alien were also posted on Alien and UFO websites. The commercial then launched on 6th March on national TV and in cinemas, with a 60 and two 30 second versions. A viral from the alien was subsequently circulated, helping people to come to their senses and say what they really mean. And finally, the alien set up his own MySpace site, allowing further humour to be created around his views on Earth.

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