Wrigley’s 5 and the sensory experiment

Wrigley’s new gum has arrived from the future. It’s called 5, and it has debuted online with a site in a Minority Report style.

Don’t ask me what the site is about, because everything looks so weird and futuristic that it’s hard to tell with precision. The goal is to introduce a new gum, 5, and to make people feel it through a sensorial experience. Do they accomplish the mission? Despite the confusion, my answer would be “yes” since the whole experience is quite interesting and definitely generates curiosity.

Actually there is one outstanding/amusing thing to point out: the advergame. Despite the site being set all into the future, they’ve decided to add an game based on one of the oldest popular games (in Italian it’s called “la mora, I don’t know the name in English). Of course it’s a revised version, where hand signs are replaced with flashy hands. The whole thing is pretty cool and fun to play but most of all I love the idea of the clash between “very new” and “very old”.

via Three Minds. Unfortunately I don’t know the agency behind the work. Would be great if someone could leave a comment.