Gum Brand Air Action Vigorsol Breaks the Mould in Bold Campaign

Air Action Vigorsol and BBH London have launched an evolution of the Keep It Fresh brand platform, with a comedic new campaign encouraging people to be their freshest self.

The film which spearheads the campaign is set in a surreal city, populated entirely by plastic mannequins, where everyone is rigid and conformist. When one of the mannequins tastes Vigorsol’s Air Action gum however he literally breaks out of his shell and is free to be his true self, with hilarious results.

The campaign, directed by Gustav Sundström and produced by MindsEye, is launching with a 30 second film and will be released coinciding with the Champions League Final and running across TV, social media and digital out-of-home in Italy.

"Working with a cast of mannequins was a dream. They’re excellent at taking direction, and there’s never a hair out of place" said Elliott White, BBH London.

Gloria Barbera, senior brand manager, says “Our goal was to redefine freshness in a way that resonates with gen z’s values of authenticity and self-expression. By creating a powerful visual narrative of breaking free from conformity, we hope to inspire a generation to embrace their true selves.”