In 2007, I wrote the first Wrigley's "Food Creatures" ad whilst at DDB Sydney. The premise was simple. When you eat food, it follows you around like a bad smell. The solution, of course, is to chew Wrigley's Extra gum. What started off as one thirty second TV ad, soon blossomed into a huge campaign across the globe- eventually airing in over one hundred markets globally. They starred in their own Jason Bourne style action commercial. They co-starred alongside Antonio Banderas, Sarah Silverman, Bollywood star Deepika Padukone, and Ashton Kutcher. They got turned into a Candid Camera style game show. They were manufactured as toys. Versions were created all throughout Europe, Asia, America, and the UK.
Awards wise? Well, they won one humble bronze Effie in Australia. Yet how many other campaigns can you name that ran for ten years globally, that started out in Australia, and lead to record sales in each market?
I think I can live with that.
Apologies for some of the picture quality on some of the videos. They're like ten years old now and hi-def hadn't been invented yet... :)