Creativity

What Is this Ram Munching? See How Trident Aims to Make Gum Cool Again

Johannes Leonardo Filmed Humans and Animals Just Chewing

Published on May 06, 2014

Editor's Pick

If a whole 60-second commercial consisting of clips of gum being chewed sounds boring, then watch this. For Trident, Johannes Leonardo teamed up with director / photographer Britton Caillouette of Farm League to capture over 60 pieces of content of humans and animals simply chewing, then put them together with an awesome soundtrack (an original track from boutique music collective Ski Team) to make this original spot. It's all part of a campaign by the brand to make gum "cool" again, as part of a wider strategic project by parent company Mondelez (as reported in Ad Age last month).

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About

Credits

Date
May 06, 2014
Agency:
Johannes Leonardo
Client:
Trident
Director:
Britton Caillouette
Production Company:
Farm League
Music:
Ski Team

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