"Recentre Yourself" Campaign for Orbit Extra (Mars)
DA&D Awards 2025
The DA&D Awards is a globally recognized as a platform that promotes creative projects in advertising, design, and digital media.
The Challenge
Orbit felt as though gum was losing its "cool." They needed help communicating that chewing Extra is more than just fresh breathe, it's also about feeling good and refreshed. Another layer was that they wanted to target Gen Z under 25, who often feel overwhelmed or anxious by having Extra be a way they can focus on something else when chewing the gum, and make Extra known for accessible wellness.
My partner for this project, Katelyn Nemis and I started by doing extensive research about the brand, their previous campaigns, and on our target audience.
Through our research, we discovered many facts about young people and mental health struggles, such as one in three 18-24 year olds are struggling with mental health issues. From there, we chose to dive deeper and target 14 year old girls who are in their "awkward stage of life" and dealing with pressure from parents, friends, and school.
We also needed to check out what 14 year olds were up to, and what was trending. We learned that they spend time on YouTube, Instagram, and TikTok, which helped us pick our placements for the ads. We also chose to partner with Olivia Rodrigo — a singer known for her strong mental health advocation. After combining our research finds, we ultimately chose to name our campaign, "Recentre Yourself."
Next, we chose bright visuals to complement our copy, and designed gum wrappers with mental health facts inside to increase awareness to both the brand and our research. In the end, we were able to bring awareness to the struggles 14-year-olds face, while promoting a positive message of mental well-being, and create an authentic and relatable campaign that promoted realness and self-care.