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.
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