"A 85 year-old YOLO!"
While brands were chasing the IT influencer, staying forever young, and trying too hard to be the next just do it (cough cough...guilty!) Five Gum did the exact opposit, but staying true to their core values. Instead of showing daring teens doing their thing, we took a darker, but more powerful and uplifting approach: showing the face of regret, and then giving it a chance to find redemption.