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Creative Creative Works Sustainability

These provocative billboards shame plastic chewing gums


By Amy Houston | Senior Reporter

April 12, 2023 | 3 min read

Nuud has revealed that 84% of people in the UK believe it’s on brands to be transparent about the plastic content in gum.

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The Or's billboard campaign for Nuud / The Or

Biodegradable chewing gum brand Nuud is calling out big, popular brands within the category for their lack of plastic transparency. Aside from the environmental implications, health concerns from chewing plastic gum are a huge talking point too. In fact, a recent poll conducted by the brand revealed 74% of Brits are concerned about this.

Each billboard adopts the style of different gum brands, without implicitly naming them. For example, viewers can see the recognizable font and colorways of Wrigley’s, Juicy Fruit, Extra and Airwaves.

Nuud founder Keir Carnie said: “We love chewing gum. Brits chew over 5bn pieces of gum every year. Fresh breath on the go shouldn’t mean polluting our bloodstreams or our planet. You might think plastic straws are a thing of the past, yet people are munching on the same amount of plastic each time they chew big-brand gum. It’s shocking and disgusting!”

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The Or

Creative director: ​Nathalie Gordon

Co-founder and business lead: Paulo Salomao

Co-founder and executive creative director: Charlene Chandrasekaran

Co-founder and executive creative director: Dan Morris

Senior creative: Amy Fasey

Senior creative: Jacob Hellström

Junior creative: Dylan Hartigan

Junior creative: Tom Snell

Co-founder and production lead: Metz ti Bryan

Producer: Ruth Armitt


Founder: Keir Carnie

Brand Manager: Lily Shanahan

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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