2017 Winners & Shortlists

Brief Explanation

When we were kids, we were at our happiest. Life was like a pack of gum. Wrigley’s Extra Bubblemint, a gum for adults, tastes just like those times. It tastes like childhood. To launch it, on Children’s Day, we brought a childhood dream to life by opening a Treehouse Store in Dubai Creek Park — exclusively for adults. The 4.5m x 5m treehouse store was supported by a robust steel base and fitted with nine hidden cameras that captured over 3,000 grown-ups trying the gum and having child-like fun and games with a retro video game console, a polaroid camera, a bubble blower and a wide range of toys imported from childhood — including an exhilarating exit slide.    We shared the activation film on social media to give everyone the taste of Bubblemint. Everyone could also visit the treehouse store virtually with our immersive 360-degree VR headsets in key supermarkets.