The Brief: Develop naming, branding, packaging and marketing materials for a brand of black gum that blows outrageously huge bubbles.
The Concept: The gum is called DRKMTTR, a cryptic nod to dark matter, the most mysterious and elusive material in all of cosmological physics. The brand placement consists of mysterious and cryptic identity and packaging which is supported by a guerilla OOH advertising campaign and mobile and social media.
The Execution: In a crowd of people you come across a person floating high above you with their foot tethered to something and a huge bubble above their head. They appear to be floating under a bubble they have blown out of their mouth. A nearby sign reads "Tether yourself to something before blowing bubbles with this gum." The sign has free samples attached. The package opens to reveal a URL that holds a mobile microsite with more information about the gum you are holding.
Roles: Concepting, packaging, advertising, mobile and web.