WRIGLEYS 5 GUM - THE NIGHTJAR

Objective

Wrigley's 5 Gum sought to deliver on its brand promise of stimulating the senses by creating unprecedented branded experiences targeting 18-24 year-olds. The campaign aimed to prove that brands could pioneer entirely new forms of interactive entertainment, positioning 5 Gum within cutting-edge digital innovation rather than traditional advertising. By removing visuals entirely and relying on audio technology, Wrigley's wanted to challenge consumer expectations of what a game could be.

Solution

The Nightjar was an iPhone app that pioneered a video game with no visual component, relying entirely on 3D binaural sound technology. Players navigated a pitch-black alien-infested spaceship across 13-14 levels using only touch controls (tap left/right screen edges to walk, swipe top to turn) and audio cues from actor Benedict Cumberbatch voicing character Dickie. The game was created by AMV BBDO and digital partner Somethin' Else as part of the broader 'The 5 Experience' campaign. Players experienced immersive spatial audio that guided them through the ship using sound direction and narrator guidance.

Results

The Nightjar won a D&AD Graphite Pencil award in the Digital Marketing category in 2012.