Orbit Gum | Turning Insights into Iconic Work
Orbit had strong brand recognition. Everyone knew it stood for a clean, fresh mouth. But the creative had gone safe and the brand was losing cultural relevance. The brief was clear: give an iconic name a modern, confident voice that could cut through and connect across every channel. We answered with a campaign that proved Orbit gives you the confidence to shine in any situation.
Time To Shine
Freshness isn't just physical, it's psychological. Clean breath equals confidence and confidence is what helps people shine in everyday moments. We crafted a campaign about those sticky, high-pressure moments where gum can help you shine with humor, grace and style. Time to Shine became a flexible and visually arresting platform, spanning film, print, radio, and social.
Radio
We brought Orbit’s confident new voice to the airwaves with clever, misdirected spots that dropped listeners into sticky, high-stakes moments and then revieled how one stick of gum could help you keep your cool and shine when it mattered most.
Bold, confident and impossible to miss, our print work distilled the Orbit attitude into clean, high-impact visuals and headlines that carried the brand’s new voice into everything from magazines to out-of-home.
Awards | Press
CAF ADDY Awards 2018 SILVER Film • Golden Award of Montreux 2018 GOLD • Ad of the Day Adweek