D&AD New Blood Awards 2025 Orbit Extra (Mars)

Gum is fast losing its cool. And Extra wants to change that through their biggest repositioning to date: Chew (You) Good. Communicating that chewing Extra is about more than just fresh breath. It’s a refreshing way to feel good. They want to help today’s anxious, overwhelmed teens looking for additional wellness solutions to see Extra as an easily accessible way to recenter themselves.

I created a campaign that aligns to the existing Chew You Good campaign and aligns to the brand tone, making Extra famous for accessible wellness amongst teens. Through showing how Extra supports passions to make them feel good, lifting the emotional load in some way.