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2019 ADC Awards - Interactive

5 Gum, The 85-Year-Old Regret

Agency Energy BBDO / Chicago

Client Mars, Inc.
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Annual ID

ADC_INT19010B

About the Work

Since launching its “Life Happens in 5” campaign, 5 gum had used famous influencers to connect with young people and told stories around the exhilaration right before trying something new. This year, instead of using famous influencers to show you things you could do, we decided to use a group of people to show you what happens when you don’t do something. The lifelong regrets of five senior citizens who said “no” in a moment of choice inspired young people to take action and do something that ultimately changed their lives, so they didn’t look back and wonder “what if?” We used data to identify regrets young people are most likely to have in the future based on research and interviews conducted with seniors around the world. We then used data and social listening to target young people who were predisposed to having one of those regrets based on behavior.