LIFE SAVERS WAS IN DECLINE, PERCEIVED AS OLD-FASHIONED AND IRRELEVANT. THIS CAMPAIGN WAS DESIGNED TO MODERNIZE THE BRAND BY TURNING IT INTO A SLIGHTLY TWISTED ADVOCATE FOR ALL THINGS GOOD AND SWEET.

FILM / “We Are Sweet” / Director: Ted Pauly

TAXI TOPPER

OUTDOOR

BUS KING

CONTINUING THE THEME OF SWEETNESS WITH AN EDGE, A FLEET OF CUSTOM DESIGNED CABS WAS SENT OUT TO LOCAL BARS TO GIVE RIDES TO THOSE WHO’D HAD A LITTLE TOO MUCH. 

RECOGNIZED BY THE ONE SHOW, CANNES LIONS, AICP SHOW, AD AGE AND ALSO EARNED THE HIGHEST ASI SCORE IN WRIGLEY'S HISTORY.