BINACA

INSTALLATION, GUERRILLA, OUT OF HOME

Unlike gum, the only thing Binaca leaves behind is cool, minty breath. Like most streets around the world, the streets of  Chicago are covered in gum. Our goal was to show consumers there's a better option that can still give you long lasting minty breath and be earth friendly at the same time. Since Binaca is a product that lives in the real world we decided to stick to ambient executions.

TAGLINE - A Fresh Approach

COPYWRITER - Brian Farrell

INSTALLATION

Each can of Binaca contains up to 150 minty sprays. We decided to compare 150 sprays to 150 discarded pieces of gum on a sidewalk. Each piece of gum had a small flag with a fact about gum.

GUERRILLA

We have all sat or stepped on gum before - and it sucks. We decided to turn a negative into a positive by placing stickers of gum around the city. Each sticker contains reasons why you should try Binaca and a coupon for a free sample.

OUT OF HOME

Everyone remembers the game "color by numbers." We used an interactive billboard to unite the community with the love of baseball, all while keeping our streets clean. Here, people can place their gum according to its color and watch their Cubs' pride come to life.