Wrigley's 5 Gum Lets You Create Your Own 3D Building Projections (Video)

Chew on this: A very cool concept from Wrigley's 5 Gum that enables users to create their own 3D building projections.

This new campaign, based in South Africa, promises up to 400 people's creations will be projected on buildings in Johannesburg or Cape Town later this month.

Vistors to the campaign website choose from a selection of possible animation sequences to create their projection art.

While the tool is basic, the overall idea is fun - and taps into projection mapping's "it" status in digital outdoor. For more on that, listen to my recent conversation with Josh Cohen, head of Pearl Media, which produces these kinds of experiences for brands like Lexus .

Here, Wrigleys' uses a soft hand, refraining from bathing the experience in overt branding.

Will this effort stick?

Time will tell if users find the set selection of animations too limiting. But overall, this seems a promising concept from a brand that's actively fostering an aura of hipness.

What's your take?

Read more here.

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