How do you make a campaign about gum appear cool to the complex, unpredictable nature of the teenage mind? By creating a site that’s equally convoluted and erratic. Thus the creation of Wrigley’s Winterfresh Cool Breath Power.

The highly integrated effort utilized social media and included a smorgasbord of online games, promotions, funny videos, animations, along with an assortment of harder-to-define hidden treats and easter eggs. Combined with a surreal and somewhat primitive design, the content was presented in a non-linear, irrational format that made for an experience that was both entertaining and extremely immersive.

And while the target consumer may be hard to understand, the results weren’t. Thousands of teens spent hundreds of hours on the microsite and the campaign was widely recognized by press and award shows throughout the world.