Orbit Extra

D&AD New Blood Submission

Client: Orbit Extra

Project Name: Chew, Bro!

Problem:

Gen Z’s strong focus on mental health has made well-being central to their lives, but it also fuels heightened self-pressure, leaving many feeling “not good enough” daily.

Insights:

Traditional methods like journaling or meditation can feel time-consuming and overwhelming. As a generation known for integrating self-care into everyday habits, they seek simple, accessible ways to release stress and reset their mindset.

Idea:

A habit-forming product that helps people turn a simple act - chewing gum - into a quick 3-step-recenter:

• Chew: staying grounded and focused while letting negative thoughts fade with the flavor

• Scratch:  release energy by scratching the wrapper, revealing a secret affirmative message to reassure themselves

• Dump the wrapper, stale gum and the negative thoughts where they belong: trash can (protect the enviroment!)

The "dump your stinky thoughts" concept transforms disposal into a symbolic reset, leaving you with a fresh mind and fresh breath.

Medium: Product packaging & OOH