Airwaves invites people on an exhilarating ride
Get ready to experience Airwaves like never before thanks to fan-inspired comms and an integrated campaign.
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With activity having launched across Europe in March, and TV going live in the UK from mid-April Airwaves, the brand behind the gum infused with a menthol kick, is excited to unveil its new Ride The Airwaves campaign that delivers an intense ride to reinvigoration.
Created by T&Pm in partnership with EssenceMediacom, Weber Shandwick and Born Social, Ride The Airwaves is inspired by real fans’ social comments and celebrates the gum’s ability to deliver a reinvigorating kick at flat moments across the day.
The fully integrated campaign comprises of three films running across TV, OLV and social that bring the product experience to life through surreal visual metaphors. In addition, OOH, TikTok content, Snapchat lenses and PR activations continue the experience for consumers, enabling them to see first-hand the undeniable reinvigoration they can help get from chewing Airwaves. A supporting suite of addressable social and digital assets connect the exhilarating ride to everyday moments. Following an initial burst from midFeb in the UK, the campaign will continue to run across Europe & Central Eurasia, MEA and Asia.
Credits
View on- Agency T&Pm/London
- Production Company MindsEye
- Director Emma Debany
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Credits
View on- Agency T&Pm/London
- Production Company MindsEye
- Director Emma Debany
- Editing Stitch
- VFX Electric Theatre Collective
- Colorist Andi Haw Shuan Chu
- Sound Factory Studios/London
- Chief Creative Officer Toby Allen
- Art Director Ryan Delaney
- Copywriter Emma Thomas
- Producer Georgia Evert
- Senior Designer Ralph Pedersen
- Producer Lucy Benson-Brown
- Executive Producer Debbie Ninnis
- DP Theo Garland
- Editor Flaura Atkinson
- Edit Producer Angela Hart
- 2D Lead Daniel Brewster
- VFX Producer Emma Hughes
- Executive Producer Holly Treacy
- Sound Engineer Andy Isaias
- Audio Producer Emily Thomas
- Creative Director Jack Hallett
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Credits
powered by- Agency T&Pm/London
- Production Company MindsEye
- Director Emma Debany
- Editing Stitch
- VFX Electric Theatre Collective
- Colorist Andi Haw Shuan Chu
- Sound Factory Studios/London
- Chief Creative Officer Toby Allen
- Art Director Ryan Delaney
- Copywriter Emma Thomas
- Producer Georgia Evert
- Senior Designer Ralph Pedersen
- Producer Lucy Benson-Brown
- Executive Producer Debbie Ninnis
- DP Theo Garland
- Editor Flaura Atkinson
- Edit Producer Angela Hart
- 2D Lead Daniel Brewster
- VFX Producer Emma Hughes
- Executive Producer Holly Treacy
- Sound Engineer Andy Isaias
- Audio Producer Emily Thomas
- Creative Director Jack Hallett
At the core of the campaign is the uniquely intense Airwaves product experience. It delivers such a strong menthol kick, that over the years it has inspired countless comments and reviews online e.g. “Chewing @Airwaves feels like having supersize lungs”, and “Chewing @Airwaves feels like your mouth and nose light up”. This campaign turned organic online buzz into the creative foundation for visceral metaphors of the intense Airwaves experience, celebrating its passionate fan base and letting them shape the brand.
"In today's fast-paced world, we all experience those inevitable flat moments where we need a lift,” said Ellyse O’Connor, Senior Brand & Content Manager (Europe) at Mars Wrigley. “Airwaves delivers an intense reinvigoration unlike any other chewing gum, refreshing both mouth and mind. The new 'Ride The Airwaves' campaign captures the unique experience of chewing Airwaves, drawing inspiration directly from our passionate fans who describe it best. We’re excited to remind everyone of the power of chewing Airwaves and its strong menthol kick.
Andre Moreira, CCO of T&Pm, had this to say on the campaign, “Chewing Airwaves is an intense experience, hence the new brand idea Ride the Airwaves. That intensity sparks extreme reactions from fans, so we reimagined it in the most vivid way possible.”
