Wrigley's Excel gum had once been Canada's leading confectionery brand. An eroding market position had them think about a radical approach to regain their dominance: Excel would leverage its powers of refreshment, warning people of the dangers of becoming too refreshing, yourself when you chew it. Hyperbole, in the form of a charming, 200-foot-tall gorilla, who could not resist Excel's powerful refreshment, put Excel back on top.
Lo-fi out-of-home advertising, a low-budget web site and a toll-free Excel Giant Gorilla Hotline complimented our unusual broadcast look ( live-action bodies, claymation heads and stylized 2.5D environments ). The web site and the toll-free number continued receiving visits and calls, even months after the campaign ran – confirming what the client long wondered: whether Excel OOH advertising was even being noticed. The fun and funny web site featured a component that allowed visitors to share warnings with their friends via e-mail as well as a Gorilla web banner, which led to a site where live chats with the Gorilla inevitably came around to his urging you to chew Excel.
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