Hi-Chew: High Chew
When it comes to chewy candy, no brand offers a more elevated experience than Hi-Chew. From the never-ending catalog of flavors to the way each stick’s flavor stays with you longer than any competitor, Hi-Chew takes the flavors of life to a higher echelon. This campaign highlights the taste atmosphere of Hi-Chew by showcasing several flavors in dynamic, saturated visuals, larger-than-life scenarios, and the emotion and vigor you can only get from the 5 senses and natural highs of life. If you’re looking for flavor that’ll last, get high and chew Hi-Chew.
Copy: Andrew Flynn
Art Direction: Andrew Flynn
Get High Activation:
This campaign includes a 4D experience activation that would utilize taste, sight, smell, and sound to take participants into a wonder-world that feels surreal. By taking place at places like the Skydeck at the Willis Tower in Chicago and the Summit at One Vanderbilt in New York, the addition of AR glass panels will utilize the natural height and experience of the view while appearing to add colored smoke based on flavor to change the city below you into an acid dream filled with texture and saturation. The addition of flavor-based scent profiles will push the experience even further as smell plays a crucial role in memory making. Finally, a collaboration album between Hi-Chew and Washed Out, an early 2010s band primarily associated with the chillwave genre featuring dreamy synths and soft vocals, titled, ’The Highest You Can Go’ featuring 7 songs based off of ROYGBIV will create the perfect environment to either introduce participants to Hi-Chew or create a deep-seated memory that incorporates 4 of their 5 senses. While chewing on a watermelon-flavored Hi-Chew, listening to the first track titled Red Cheek, and smelling hints of watermelon in the air; the participant starts to watch the city below transform into a beautiful red hue and their view of gum will never be the same.
