The key objective of the design piece was to launch the winning facts to the public in an engaging way within a limited budget.

The edible street art was placed in high foot traffic areas across the countries. The different locations were chosen with the aim of targeting the widest range of South Africans possible. From Central Business Districts to transit areas to design hubs, we wanted all South Africans to experience the edible street art and witness the launch of the new facts, first hand. The edible nature of the work turned what was essentially a poster campaign into something engaging and interactive.

67 653 individual pieces of gum sampled and thousands of happy Chappies fans.