EXTRA TIME
Project Type
Campaign, Packaging and Social Impact Design.
Creative Team
Tasmin Paige Richards, Lea Duguid, Tamika Moon & Katelyn Hazis.
Brief
D&AD challenged us to design and expand on Extra’s “Chew You Good” campaign. To reposition Extra gum as an accessible, proactive wellness solution in support of Gen Z teens and their emotional well-being, through an integrated multi-media approach.
Problem
Gen Z are dissatisfied with their lives due to constant comparison culture fuelled by social media. Seeing their peers ‘living it up’ online creates major FOMO, making them feel like they’re falling behind or not doing enough. Gen Z shouldn’t have to chase what they’re missing, they need to learn to appreciate their moments and make time for what truly matters to them!
Insight
Gen Z are addicted to watching everyone else’s lives on social media because they feel that their lives are not as interesting. They crave their own experiences!
Concept
It’s all about making ‘Extra Time’ for you!
Extra isn’t just gum, but a small capsule of time fitting into Gen Z’s everyday lives. Acting as a reminder that it’s the little things that bring them joy and that the best moments are the ones they create for themselves. Extra becomes a tool for Gen Z on their journey to self-discovery and self-expression. By encouraging teens to make extra time for themselves, where they can be spontaneous, create new experiences and explore or pursue passions, making them feel that their lives are just as interesting as their peers!
