Exposing big gum's plastic pollution problem

Nuud gum is plastic-free. Most major gum brands incorporate one drinking straw’s amount of plastic in each piece of the chewy stuff.

But most people aren’t aware that they’re chewing plastic and big gum isn’t going to fess up to the fact.

So Nuud tasked us to make people think about what they’re putting in their mouths, and put pressure on big gum to be more transparent about the plastic they’re popping in their products.

‘Chew Plants, Not Plastic' was a provocative poster campaign that informed the public that much of the gum they consume contains plastic. Through bold creative that looked rather similar to some famous gum graphics, we helped Nuud to call out the industry giants guilty of disguising the use of single-use plastic in their products.

Debuting in an OOH spot in Leicester Square, the campaign aimed to educate the public, many of whom aren’t aware of what they’re chewing, whilst igniting a conversation around the environmental implications of big gum.