5 Gum: No Regrets by Energy BBDO

Client: 5 Gum
Date: May 2018
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A new campaign by 5 Gum takes aim at inspiring teens by showing touching stories of seniors sharing their biggest regrets in life.

‘No Regrets’ is a global initiative that centers on the true stories of seniors in the US, UK, Spain and China. In the five short films, they each share how one regret shaped their lives, hoping to inspire teens to say yes when they said no.

From Martin, a photographer who waited until age 85 to come out of the closet, to Stanford, a passionate swimmer who chose not to join the high school swim team because of he was reticent to be the only black swimmer on a college team, the films have a power to them, and they’ve already started to inspire real teens to share how they are fulfilling the regrets in their honor.

We hear the touching tale of Guillermo from Spain, who tells a heartbreaking tale of not following the love of his life. At the end, the man opens up a 5 Gum-branded box with a film reel. He turns it on and sees teens telling Guillermo how his story inspired them to follow their hearts. That scene is repeated for each film, which also includes Emily, who regrets playing it safe her whole life, and Lin, who never ventured outside of her homeland, even though she dreamed of traveling.

To find the seniors, 5 Gum and creative agency Energy BBDO worked with five directors from across the globe, each bringing a unique sense of storytelling to the content. Following capturing the seniors’ stories, 5 Gum then shared these stories with teen creators, inspiring them to submit videos showcasing how they’re fulfilling those seniors’ regrets.

Credits

Client: Mars, Inc.

Product: 5 Gum

Title: No Regrets

Agency: Energy BBDO

Chief Creative Officer: Andrés Ordóñez

Executive Creative Director: Josh Gross

Executive Creative Director: Pedro Pérez

Creative Director: Fernando Passos

Creative Director: Dan McCormack

Art Director: Fernando Passos, Chris Cavalieri, Tyler Bartley

Copywriter: Dan McCormack, Alejandro Peré, Tori Probert

Lead Designer: Hung Vinh

Designer: Jaehyuk Choi, Erin Knott

Head of Production: John Pratt

Executive Director of Content & Delivery: Brian Cooper

Senior Producer: Shobin Mathew

Director of Music: Daniel Kuypers

Associate Music Producer: Nick Maker

Managing Director: Jeff Adkins

Client Service Director: Lianne Sinclair

Global Account Director: Jamie DeFer

Account Supervisor: Layne Steele Paddon

Account Executive: Kristen Miller

Group Planning Director: Elke Anderle

Global Strategy Director: Allison Arling-Giorgi

Production Company: Flare Studio / Flare

Director: German Mairen, Marcos Mijan, Ross Bolidai, Daniel Ryan

Senior Post Producer: Jenny McDonald

Managing Editor: Casey Cobler

Junior Editor: Austin Andries

Editor: Sean Berringer

Audio: Katy Mindeman

Color: Fred Keller

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