Since Wrigley’s Spearmint Gum launched in 1893, generation after generation has enjoyed the long-lasting taste of Wrigley’s. To commemorate a brand which goes on and on, BBDO Düsseldorf created ads that aptly combine a seemingly endless, labyrinth-like loop—inspired by the very texture of a stick of Wrigley’s gum—with iconography from timeless stories. The loops of gum come together to show the two protagonists of each story, which are drawn in a classic illustration style to evoke a warm sense of nostalgia. “A simple idea, beautifully executed, with a true payoff: the classics really do last longer,” said Darren Richardson, chief creative officer at BBDO Düsseldorf. The campaign launched in March 2016 at the start of the Easter school holidays, a time when people are on the move. Ads placed in key locations of airports, convenience stores—and even close to bookshops to further leverage the literary connection—maximized the campaign’s reach to a broad audience of people aged eighteen to sixty.

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