"The 85-Year-Old Regret"
CD/Copywriter: Dan McCormack | CD/Art Director: Fernando Passos
ECD: Pedro Perez/Josh Gross
Recognition
2019 D&AD 2 Pencils (Wood), 1 Shortlist One Show 5 Merits Cannes 2 Shortlist LIA 2 Bronze NY Festivals 1 Gold, 4 Silver, 1 Finalist Lürzer’s Archive Vol. 4 – 2018. 2019 Communication Arts Advertising Annual Vol. 60
For years 5 Gum had used famous influencers to engage teens. The problem, 75% of teens said they just didn’t inspire them. So, we turned to another group of experts - not for what they did, but for what they didn’t do - and captured the stories of 4 seniors haunted by a single lifelong regret. Overnight, their stories transformed them from unknown elderly folks, into powerful influencers whose stories served as powerful calls-to-action and inspired young people to overcome their fears and live their lives with no regrets.
5 GUM CASE STUDY: REGRETS TO FIGHT REGRET
"Stanford's Story: The 71-Year-Old Regret"
“Lin’s Story: The 83-Year-Old Regret”
"Guillermo's Story: The 76-Year-Old Regret"
5 Gum had a big brand ambition: inspire teenagers to get out and live life to the fullest.
The problem was, social media was overflowing with influencers doing the same thing. Each one trying to outdo the other with things they did and places they went.
So we had another idea.
What if we could inspire teens with four complete unknowns - who hadn’t done “the thing” they most wanted to? And in turn, created a call to action that inspired teens in a way that no influencer ever had.