Wrigley's | 2016
Wrigleys Give Extra Get Extra website was created to support the brand’s playful campaign. The website served as a hub for Wrigleys large-scale campaign, allowing users to share special moments online and receive personalised art in return.
About the project
Give Extra Get Extra campaign's website was bourn from a close collaboration between the team at UNIT9 and BBDO - and my role was Creative Director for the proposal and Production Creative Lead, where I led a team of designers and developers together with the producer to deliver the websites in short timeline of 2 months.
The website served as a hub for Wrigleys large-scale campaign, allowing users to share special moments online and receive personalised art in return.
Users submit photos of themselves and their friends on Twitter and Instagram by including the hashtag #giveextragetextra in the caption. The Wrigley’s team then pick their favourite moments, which are sent to a hand-picked illustrator, Mya, who redraws the photo by hand in her own personal style.
The hand-drawn illustrations are then sent to users and published on the Wrigley’s site. Users also received a timelapse video of the image being created by the artist. The illustrations and photos are presented in an innovative infinite gallery: users can click and drag to explore all of the different images, making the experience feel like exploring a cork-board of photos and drawings.
Users can watch a video about Mya as well as the whole Give Extra Get Extra campaign.
The art direction was conceived closely with the BBDO team to reflect the playful style of Mya's illustrations. We wanted to achieve something fresh and fun, but without any apparatus that would distract from the content.
We created parallax effects with the photography and added a fade-ins to the hand-drawn illustrations and watercolour effects to bring in the human and warmth feel to the design.