The challenge for Dentyne was to become relevant again in an oversaturated gum market that has seen their shares decline over the years. While other gums aim at selling intense sensorial flavour experiences or simply ridding you of bad breath, Dentyne’s plan was to own the world of intimacy where fresh breath is an absolute requirement.Playing on the notions of chemistry between two people (be it physical, emotional, or sexual attraction), we drew creative inspiration from the periodic table of elements and came up with the elements of attraction; unique qualities that we look for in others. The campaign sets out to encourage people in their 20’s and 30’s to act on their chemical attraction the moment they see someone (and something about them) they really like, and to make sure they have Dentyne fresh breath before doing so, of course.