2012 Results

CAT 02 - Confectionery & Snacks (POS)


Gitam BBDO Israel (ISRAEL)

Hubba Bubba, "Myths" Campaign
"Santa Clause", "The Loch Ness Monster" & "Trojan Horse"

Agency (city): Gitam BBDO (Tel Aviv)

Creative Director(s): Karmel Abuzalaf

Copywriter(s): Arnon Rotem

Art Director(s): Eitan Cohen

Illustrator(s): Miriam Moshinsky / hooligans.co.il

Chief Creative Officer: Guy Bar

Executive Creative Director: Shani Gershi

Account Executives: Yuval Vaingast

Account Manager: Yael Meltzer

Account Executive: Aviya Sagie

Short explanation

The insight:
We found a simple, yet unique insight: People love blowing things out of proportion. And not only when it comes to bubble gum, but also when it comes to telling stories and describing experiences.

The execution:
So we took famous myths and stories such as; Santa Clause, the Loch Ness Monster and the Trojan horse and showed how they actually began – as small, dull and everyday stories.
These stories were passed down from generation to generation, gradually being exaggerated with more detail and imagination each time, until the stories were blown out of proportion.

Each generation's story, no matter how small or how large, was shown inside a Hubba Bubba bubble, showing how big they can get without popping.
Even if the story was blown way out of proportion.


The brief:
Hubba Bubba's bubble gum is known for its extremely large bubbles, which can be blown into incredible proportions without popping.