Chew to Ten was a D&AD New Blood project that I did during my third year at University. The brief was to showcase how Extra can support teen’s emotional wellness. Extra want to help today’s anxious, overwhelmed teens looking for additional wellness solutions, to see their product as an easily accessible way to recentre themselves.
The concept behind my idea comes from a commonly used calming technique we have all either heard or even been told to do, which is the simple act of counting to 10. The title Chew to 10 embodies this same technique but with the added use of gum which is known to relieve stress and make one focus. The imagery shows teens in certain situations multiple times with one figure standing out looking relieved, focused and calm as they are the ones with the gum ‘chewing to ten’. This is highlighted by the white outline and sparkle symbol.
For this project I photographed and edited all my own content. I produced both landscape and portraits to consider the different forms of advertising boards that they would feature in, to show these I also produced mockups showing the types of places that you may see these adverts. I tried to consider the target audience and choose situations where teens may see these and some of the places be relatable such as a train station or bus stop.
