Launching this week is the first in a series of experiences from AMV BBDO
, London, aiming to create a sensory experience on a par to Wrigley's 5 Gum across all five senses for 15-25 year-olds.
The project will run over the next five years and encompass art, fashion, film, interactivity and music aiming, as creative partner Thiago de Moraes
explained to Contagious, to 'create a new and unique experience for participants at every single touch point. The idea of the 5 experience is to turn Wrigleys into an entertainment company as much as it is a company that makes gum. They're going to create brilliant new sensorial experiences that people can take part in.'
The first experience launching this week is The Nightjar
, a mobile game which places the player alone in space and challenges them to escape using only sound. Voiced by Sherlock Holmes star, Benedict Cumberbatch
, the app uses 3D sound developed by cross platform production company, Somethin' Else
, London, to bring the space horror elements of the story dramatically to life. The experience builds on Somethin' Else's previous sound-focussed game Papa Sangre
for Channel 4. De Moraes explains: 'Unlike most games this is not visual at all, it's a sound experience. The whole game is built in 3D sound, it is very immersive, and a very different model of game.'
Collaboration is key to the success of 5 Gum, identifying and working with leading companies to create the most compelling content possible. Creative director Mark Fairbanks
explains: 'We want the creators to have a different experiece, coupled with a developer who has a different experience and the end product is that the user of the app has a unique sensorial experience.'
De Moraes adds: 'Now more than ever advertising has to entertain first and embed itself in popular culture.'http://www.the5experience.co.uk/