Project
Extra - We Got Chew
Creative process
We Got Chew
Gen Z values unapologetic authenticity over filtered perfection. Our strategy moved away from the magic solution trope, instead positioning Extra as a calming companion for the micro-stresses of daily life, like the stomach-drop moment of a "Promise you won't freak out" text.
The campaign copy "We Got Chew," was developed, a supportive play on the phrase "We got you." It’s a verbal nod to the brand’s presence in those high-tension moments where you just need to pause and recenter.
Outcome
The final campaign deliverables consist of three print posters, each capturing a specific intrusive noise of the Gen Z experience. By pairing relatable, high-tension social scenarios with a calming, tactile focus on the act of chewing, the art direction mirrors the physical relief that Extra provides.
This is supported by an empathetic, playful tone and bold, vibrant visuals that attract attention. Extra doesn’t promise to fix what’s complex, it is simply there for you in the moments where it can help. Because sometimes, feeling better starts with something as simple as chewing.
