Hi-Chew: The Highest You Can Get
Spitting out gum is gross, and every stick of it does pretty much the same exact thing… Enter Hi-Chew; the distant, handsome cousin of the gum family that flew in from Oregon for Thanksgiving that doesn’t have the same cleft chin as the rest of the family. Unlike their extended gum family, Hi-Chew is swallowable, flavorful, and built for long-lasting enjoyment. This campaign highlights the highest form of flavor gum (and their extended family) can offer by showcasing several flavors in dynamic, saturated visuals, larger-than-life scenarios, and the emotion and vigor you can only get from the natural highs in 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.
