The Problem

How do you demonstrate a product promise as mundane as long-lasting flavour for a brand that's been around since 1893?

The Shift

Don't talk about things that last.

Make the advertising itself feel endless.

The Idea

Classics Last Longer.

Moby Dick. Sherlock Holmes. Little Red Riding Hood.

Each timeless story reconstructed from an apparently endless ribbon inspired by the texture of a stick of Wrigley's gum.

Plot Twist

The art direction turns the product into the idea. Each classic story is rebuilt from a single, seemingly endless strip of Wrigley’s gum, twisting and folding into the worlds of Moby-Dick, Sherlock Holmes, Little Red Riding Hood and Alice in Wonderland. The gum doesn’t simply sit beside the story. It becomes the story. A simple visual metaphor that connects two things made to endure: classics last longer.

Sherlock Holmes

The classic continues. Alice in Wonderland
A new 2026 extension of the original campaign.

Little Red Riding Hood

Moby Dick

The Long Finish

The campaign became an international awards-season hit, picking up two Silver Lions at Cannes, including one for Art Direction, plus Bronze at Clio and LIA, two awards at New York Festivals, Bronze at ADC Germany, Gold at ZMG and a One Show Merit.

A simple product promise became a piece of work recognised as much for its craft and illustration as the idea itself.

With: Fabiano Oliveria, Thiago di Gregorio, Mike Bayfield, Wolfgang Schneider, Darren Richardson, Kristoffer Heilemann, Miguel Chordá. @BBDO Düsseldorf