As Creative Director on Orbit Gum during my tenure at Energy BBDO, I was tasked with not only keeping the long running “Dirty Mouth?” Campaign going strong, but finding new ways to inject life into the brand while staying true to its DNA and strong existing assets.
Over the course of the campaign, injecting life into the Orbit Campaign came with in different packages, but always stayed true to Dirty Mouths Cleaned Up With Orbit…
With the Orbit Couture Series, we introduced the world to the New Orbit Packaging, but more than that, we brought consumers into the design process themselves, giving every Orbit fan a chance to “get famous” and have a pack design of their own on the shelves in supermarkets across the world.
We made us of Orbit’s ubiquitous ‘glint-and-ding’ moment of a cleaned up mouth, and turned it into something a little sinister with this fresh take on storytelling…
“BOBBING FOR APPLES” + “CATS”
Jason Bateman, Will Arnett, Aubrey Plaza and Rachel Harris teamed up for this cringe-fest of a Prom gone very, very, very, very wrong… But, wait for it… Orbit cleans this mess up….
Orbit Launchd MIST, “The Wettest Gum In The World,” which was a preposterous claim, and a not so satisfactory gum as it turns out… But, we had fun cleaning up the Dirty Mouths of The Sea in this Cousteau inspired saga…
“DUSTY” + “MAINFRAME”
While working on Orbit, one of the many memorable moments was attending the MTV MOVIE AWARDS, where a new hip-hop artist, named “BIG PAK,” made a guest appearance with Hayden Panettiere… We launched a World Premiere Video on the network and seeded the character with paparazzi images in US Weekly amongst other music sites…
Our partnership with MTV gave us the opportunity to create a World Premiere Music Video with BIG PAK, Directed by famed artist Paul Hunter, as well as a guest appearance at The MTV Movie Awards
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