STRIDE
Integrated Advertising Campaign
Integrated Advertising Campaign
2012 ONE SHOW YOUNG ONES COMPETITION CLIENT PITCH FINALIST
This advertising campaign brings a solution to bring to life new “Fuels non-stop nonsense” positioning to engage a 17 year old target who likes Stride, but not enough to commit. A big ass idea that can work in any space
Stride gum is a habit, a social activity, a confidence booster and an overall mind altering substance. The teenage lifestyle involving gum parallels the lifestyle of drug use. Our goal is to create a public awareness campaign showing the dangers of Stride gum and how the non-stop nonsense is getting out of control. We have created a community organization, P.O.S.– Parents Opposing Stride (or in kids eyes, P.O.S.– Piece Of Shit), who are fi ghting for the regulation of Stride gum. Many teens are already difficult for parents to handle, so a gum that promotes endless nonsense behavior is extremely undesired by parents. Parent’s disapproval of this gum will push teens closer to it. Our anti-drug/anti-Stride campaign is summed up in our tagline that we serve up as a rally cry; “Stride: Illegalize It!”
This advertising campaign brings a solution to bring to life new “Fuels non-stop nonsense” positioning to engage a 17 year old target who likes Stride, but not enough to commit. A big ass idea that can work in any space
Stride gum is a habit, a social activity, a confidence booster and an overall mind altering substance. The teenage lifestyle involving gum parallels the lifestyle of drug use. Our goal is to create a public awareness campaign showing the dangers of Stride gum and how the non-stop nonsense is getting out of control. We have created a community organization, P.O.S.– Parents Opposing Stride (or in kids eyes, P.O.S.– Piece Of Shit), who are fi ghting for the regulation of Stride gum. Many teens are already difficult for parents to handle, so a gum that promotes endless nonsense behavior is extremely undesired by parents. Parent’s disapproval of this gum will push teens closer to it. Our anti-drug/anti-Stride campaign is summed up in our tagline that we serve up as a rally cry; “Stride: Illegalize It!”
