Wrigley’s 5: Creating Sense5
by Ewa Evans
Creating Sense5 was a campaign developed to launch Wrigley 5 gum, which takes its inspiration from the five senses in its flavours.
Amplify worked with Golin Harris, Wrigley's PR agency, to create an experience that gave consumers control. It launched with a ‘creative entrepreneur' talent search, challenging entrants to define sensory stimulation through any medium from mixology to design, music to art.
Promoted through a partnership with VICE magazine, secured by Golin Harris, the five winners became an integral part of the launch experience. Amplify secured Hot Chip as headliners, who not only performed a special 90-minute set (joined at one point by surprise guest Kano) but also judged the sound category of Creating Sense5.
For full details check out the video above.
