Wrigley launches revitalised Extra ‘Food Creatures’ campaign via DDB Sydney

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Screen shot 2012-02-13 at 10.05.48 AM.jpgCB Exclusive – Wrigley, via DDB Sydney, has evolved the long-running ‘Food Creatures’ campaign, this time being portrayed as a menacing gang of thugs, accompanied by a re-recorded version of ‘Bad Boys’ by Inner Circle.

The 30 second TVC, which went to air last night, will be complemented by outdoor and radio across various networks.

Screen shot 2012-02-13 at 10.06.13 AM.jpgWrigley and DDB Sydney launched the ‘Food Creatures’ campaign idea in 2007 and it has since been rolled out to over 50 of Mars Wrigley’s markets, many of which are using executions generated in Australia.

Says Simon Veksner, deputy ECD at DDB Sydney: “Batman has The Joker, and Harry Potter has Voldemort – a great hero needs a great villain. It’s already the market leader, but we feel that these new meaner, nastier Food Creatures will help make an even bigger hero of Wrigley’s Extra.”

Screen shot 2012-02-13 at 10.18.37 AM.jpgSays Chris Blayney, Marketing Director Wrigley Pacific: “This is a new spin on one of the most successful campaigns Wrigley’s has seen. We created it back in 2007 and five years later it is still going strong. The global scope of Food Creatures is a great example of Australian creativity travelling around the world. We look forward to more people chewing more gum.”

 

David Chriswick, Planning Director at DDB Sydney, added: “The challenge for us this time around was to balance the rational sciencey stuff with a short story that would stand out again and entertain. With a distinctive soundtrack and an edgier spin on these six inch celebs, I think we’ve done well and I’m confident that the ‘Eat, Drink, Chew’ message will be even more meaningful as a result.”

 

Creative Director: Simon Veksner

Creatives/ Creative Group Heads: Steve May, Nils Eberhardt

Planning Director: David Chriswick

Business Management: Rebecca Crawford, Susan Bennett

TV/Radio Production: Amy Hansen and Harriet Burton Taylor

Print Production: Lila Trajkoska

Production House: Platige Image

Sound Design: Song Zu

Wrigley: Tia Notermans, Alexandra Skolarikis, Kym Bonollo