Mondelez: TRIDENT JAM

Credits & Description:

Advertiser: MONDELEZ
Agency: BADILLO SAATCHI & SAATCHI
Category: Stunts & Live Advertising
Creative Director: Claudio Chea
Account Manager: Edgardo Palerm
Other Credits: Digital Tree
Advertiser's Supervisor: Leila Ortiz
Illustrator: Fernando Rodriguez
Other Credits: Gps Studios
Art Director: José Vélez
Executive Creative Director: Juan Carlos Rodríguez
Copywriter: Mariano Germán
Creative Director: Pedro Pérez
Producer: Rachel Hernádez
Art Director: Cristina Burckhart
Copywriter: Sally Molina
Art Director: Fernando Suarez
Account Supervisor: María Torruella
Creative Director: Mariano Germán
Copywriter: Pedro Pérez
Ambient Execution Description
We deployed the game at an installation at Plaza Las Americas, the largest mall in the Caribbean.We decided to engage the user into experiencing the product in its right context: through a fun experience. We decided to transform the very act of chewing Trident in a "fun token" you could use to play a game and win a chance to meet Lady Gaga in Person. We developed a hardware controller that measured chewing action and via Arduino, transformed it into points you could score in the game. The goal was simple: chew to the rhythm of the music. The player who chewed the best score, wins.