Wrigley's 5 campaign comes to SA

16 May 2011

The Wrigley's 5 campaign, promoting its new sugar-free gum, will open its unique, interactive sensory campaign called the '5th Dimension' in three phases in South Africa. Participants can create a building projection onsite, see the projections go live at two sites in South Africa and participate in the shows in Johannesburg or Cape Town. [video]

Produced to promote the three new flavours, Turbulence, Cobalt and Electro, the launch will follow successful launches in the UK and Europe, featuring club style action, mingled with sensory and taste experiences.

Create Your Projection

Entrants create their own personalised 3D building projections using animations, 3D visual effects and music supplied by one of the key figures of the international electronic scene, Etienne de Crécy, who Rolling Stone calls 'the next Daft Punk.' Examples can be found on YouTube 5 Gum Electro (A Tingling Spearmint) ; 5 Gum Cobalt (A Cooling Peppermint) and Turbulence (A Mouthwatering Watermelon).

View live projections

The selected creations will be as user-created 3D building projections on the Melrose Arch Piazza, Johannesburg (17-18 May) and then on the Ports Building, opposite The Clocktower in the V&A Waterfront, Cape Town (20-21 May). The huge format of the projections will be adapted to the architecture of the buildings and the 3D visual effects.

5 Experience

An exclusive, sensory experience will take place on Friday 27 May in Johannesburg and Saturday 28 May in Cape Town, featuring Etienne de Crécy's 'Beats 'N' Cubes' live solo concept as the headline. South Africa' Krushed & Sorted have developed an entirely new custom 5 set for the occasion. de Crécy's music takes form visually on stage in a giant cubic structure 6 metres wide and high, a canvas for the visual projections, tapping into the live energy to compose an original show.