Saatchi & Saatchi Peru had to launch on a social media campaign the new flavor from Trident: Fresh Fruit with fruity savor. After investigating the different reasons for why people enjoy chewing gum, we discovered that chewing gum reduces stress and promotes relaxation; this is scientifically proven.
This led to another discovery: In their daily life, most people find themselves stuck in places where they can barely move; tight, crowded and stressful situations were the only part of their body which is movable is their mouth. For example in public transport; using the mouth is the better way to relaxing and de-stressing.
Chewiyoga was born. Chewiyoga was brought to life with techniques created by Gabriel Paitan, a certified yoga teacher. The goal was to achieve harmony between body and mind, and while chewing gum, achieving a meditative state.
Executive Creative Director:Daniel Fierro
Creative Director:Rodrigo Melgar, Juan Durrieu
Art Director:Carlos Cateriano
Copywriter:Alvaro P. Cóndor