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Human Preservation Project

5 Gum | Wrigley

“This is the true nature of the brand, which is exploratory.”

-Martin Schlatter / Wrigley CMO

Iconic, mystical, and bio-futuristic, the Icefly from Wrigley's 5 Gum commercials flittered its way from the TV screen to the world of immersive storytelling in the summer of 2011. Iceflies spectacularly rained down on the crowds at Bonnaroo and guided users into an immersive online game that emulated the mystery and built upon the mythology of the existing brand. The currency: packs of 5 Gum (over 150 million unique codes flooded retailers around the globe). The goal: to amplify the five senses and salvage the essence of our humanity. The stars: Terry O'Quinn (Lost) and Summer Glau (Terminator: The Sarah Connor Chronicles). The outcome: 9.3 million fans pieced together a fractured narrative that transcended time, space, and the known boundaries of human perception.