GUM was looking to break into the market with their first-ever social campaign.

This whole campaign was born out of one simple insight: getting food stuck in your teeth is embarrassing. So this became our main message with the long-term dental benefits coming through as secondary.

To avoid showing unsavory visuals of real food stuck in teeth, we opted for emojis instead. We chose relatable foods and realistic situations that our target might find themselves in. The graphics are simple, clean, and eye-catching to really focus on the product benefit and GUM branding.  

food article takeovers

We worked with gumgum to create contextual takeovers on various food articles.

contextual pins

We utilized popular search terms on Pinterest to create contextual pins for a number of occasions.