Brief:
Gen Z is under a lot of pressure, particularly those aged 14-17, who are dealing with school stress, studying for exams, and navigating the world with increasing social pressure in both real and digital spaces.

Solution:
By re-imagining Extra's "Chew You Good" campaign, our goal was to prompt teens to recognise and act on their stress by chewing gum in overwhelming situations.

This was visualised through large-scale billboards, bus stop advertisements in busy locations to catch the attention of teens as they go about their days and encourage them to take a breath both in real life and on social media.