When Wrigley's Airwaves combined chlorophyll with their traditional powerful menthol flavour, they knew they had a remarkably powerful gum in their hands. Their target audience was 15-30 year old males, who spend a lot of time on the internet and love gaming and movies. Enter Chlorophyllo, the most powerful luchador (mexican wrestler) in history. We created a 7 minute long interactive film, featuring all the best elements of classic Mexican cinema - car chases, superhuman dwarves and evil doctors.The footage alone was a Grindhouse classics candidate, but when we used it to create an interactive game, the real fun began. Instead of creating complicated game mechanics, we focused on being true to the mood of the film and the style of the adventure - the user could play through the game by bashing their keyboard. The more keys - the higher score!

The results so far are remarkable. 300.000 visitors in 1.5 months, 1 700 000 page views and more than 2 million keystrokes recorded! In 2 months, Airwaves have achieved their desired yearly value share and the numbers are still growing. Oh, and a dozen reported broken keyboards.