Cracking, err…popping the brief for Bubblicious at Cannes Lions

Jack Blog

June 24th, 2015 By Jack Morton

Most people come to Cannes to see incredible work, but this week James Bennett and I are being tasked to create some, as part of our “Masters of Creativity” Cannes Lions Academy course. The Academy is a new intensive workshop led by some of the industry’s biggest creative legends (i.e. Mark Tutssel, David Droga). We got assigned a real brief from Mondelez for their Bubblicious brand, with 5 days to craft our responses. The challenge: How to make bubblegum more relevant to today’s US teens and help rejuvenate the declining category. What was once seen as a small act of teen rebellion has lost its meaning with today’s tech-obsessed, hyper-connected youth. What a fantastic problem to crack!!

See if you can crack the brief here:





Bubblicious Bronze Cannes Lions | Jack Morton

My team’s idea focused on re-embedding Bubblicious in teen culture through a shareable brand experience, and – we won bronze! Mondelez may use the idea in future marketing to rejuvenate this brand and the declining bubblegum category.


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