Mouthfulness
Client
Extra
Services
Creative Thinking
Year
2025
Team
Mauro Van der FlaesHannah CandriesDaan Van GorpMina De Letter
The challenge
Chewing gum is one of the most habitual, least-thought-about products people buy. Extra needed a campaign that made people actually pause and notice the act of chewing itself, not just another ad for another pack of gum.
The approach
Together with the team, I built Mouthfulness around a simple reframe: chewing as a small moment of mindfulness rather than a mindless habit. The concept and visual identity carried that idea through every touchpoint of the activation, from tone of voice to the environments the campaign lived in.
The result
The campaign was recognized with the Creative Belgium New Talent Award 2025, proof that a small shift in framing can turn an everyday product into something worth talking about.
