TBWA

Art Direction · Script Writing / Web film

Hollywood Chewing Gum is a brand of chewing gum, belonging since 2012 to the group Mondelēz International. The first published advertisement for the brand appear in 1958 and the first television advertisement in 1968. The slogan Fraîcheur de vivre (« Freshness of life ») is based on the concepts of youth, freedom and freshness.

Following the launch of Sphere packaging, which is a box aimed to propose a friendly way of consumption of the products, together with TBWA, we aimed to propose a funny digital experience to the consumers based on the claim Méfiez-vous de son pouvoir d’attraction (« Beware of its power of attraction »).

The concept was to create 2 funny web films, inscribed in the everyday life, by breaking with traditional tv advertising codes. My role has been to co-write the scripts of the films and to ensure the art direction of them.