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D&AD New Blood

This project was created in response to the D&AD New Blood 2025 brief set by Mars Wrigley for Orbit Extra gum. The competition challenged students to reposition chewing gum as a tool for accessible wellness, particularly for Gen Z.Working in collaboration with fellow student designer Sanisa (Kym) Kongsiri, we developed Chew Your Flow — a campaign that encourages young people to find balance, rhythm and focus through the act of chewing. We created a bold, movement-led visual identity supported by a one-minute commercial video, a conceptual wellness event featuring a curated playlist, and a series of poster designs. Together, these touchpoints connect chewing gum to emotional regulation, productivity, and social connection in a fresh and relatable way.

Artistic Action

These posters show the intended application and placement of our promotional materials.

Conceptual Event

To extend the campaign beyond digital and print, we designed a conceptual event that translates the core idea of Chew Your Flow into a physical, sensory experience. The space was imagined as a calm yet energising environment where visitors could explore the connection between chewing, music, and emotional balance.The event featured curated playlists tailored to different moods and states of focus, a series of poster designs reinforcing key messages, and interactive moments that encouraged people to take a break, tune into their rhythm, and reset. By linking gum to a real-time, immersive environment, the event brought the campaign's wellness message to life in a way that was playful, accessible, and designed with Gen Z in mind.

Credits and contributers:

Sanisa Kongsiri

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