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:
Update:
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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