Orbit: Gum With Juicy Fruity Filling

Credits & Description:

Advertised brand: Wrigley's-Orbit Aqua


Advert title(s): Orbit Gum With Juicy Fruity Filling


Advertising Agency (Name, City, Country): GITAM/BBDO, Israel


chief Creative Director: Guy Bar


Creative Director: Eran Bar-Yohai


Art Director: Hadas Liwer


Copywriter: Yohai Asher


Production: Daniel Eshel and Noga Sagi


Illustrator: Alex Melik Adamov-OMG Art


Published/Released/Aired (Month, Year): 7.09


Short rationale (optional):




Our goal was to emphasis the juicy filling inside the gum.


We created two types of special outdoor media:


1. A Poster: It's pole was redesign, illustrating a juicy fluid, spilled from the gum, all the way to the floor.


2. A Bus Station Poster: A puddle of juicy fluid was placed underneath the poster, inside the bus station, creating the feeling that the gum is dripping.


The unique use of media aroused people's attention while sitting in a bus station, driving to work or just passing by on the street.