Gum used to be fun. It used to get you something extra and was something worth collecting. We created an up-to-date digital way to get teens collecting and chewing their way towards arcade superstardom.
To launch Mondelez International's (formerly Kraft's) new gum, we created iD ArtCade, an interactive gallery and arcade that allows teens to scan pack artwork to unlock 18 free games. Teens can scan multiple pack artwork to unlock game changing combos, connect with Facebook, compete with friends, check progress, and play on tablets and smartphones.
My role on iD Gum was to build iD ArtCade from concept to completion. We've initiated concepts for the platform in which the games live in and over 300 games. I was overseeing concepts, game play, individual game designs, and website and mobile designs. I also threw down game designs for Shknitting and Catapult.
The iD Gum Facebook and Tumblr are updated with original content like memes, gifs, artwork, events, game releases, and product info. We concepted over 200 posts.
Agency: Droga5 Creative Chairman: David Droga Group Creative Director: Neil Heymann Lead Producer: Toph Brown Creative Mutant: Jen Lu Art Director: Nick Schmidt Copy Writer: David Ma / Colin Lord Designer: Ryan Hoetling UX Designer: Eileen Tang Head of Integrated Production: Sally-Ann Dale Executive Producer : Lindsey Slaby Producer: Danielle Mund Strategist: Chet Gulland Production / Design: Chunk Games / Rehab Studio Tumblr Theme: Inspire Well / Style Hatch