KAY KIM

COFOUNDER + 
CREATIVE DIRECTOR


WORK


OVERVIEW



BRAND: TRIDENT
AGENCY: DROGA5
ROLE: ART DIRECTOR





We pitched and won Mondelez’ global business with a simple insight: Gum isn’t going to transport you to a winter wonderland or help you find love, but it will make anything and everything you’re doing feel slightly, slightly better. 








Introducing GUMVENTIONS, the greatest sampling campaign ever that adds Trident Gum to everyday objects to slightly slightly improve any everyday experience.




This was slated to be a serious line of product offerings from Trident to take their product out of the register hot zone in efforts to infiltrate every other aisle in a retail space. But alas, politics of mega corps.







Even though we won the global business with this idea, the campaign only made it into the real world in a brave and wonderful land called "Colombia."