Joe WINT
Extra Gum
How do can Extra position itself as a ally for Gen Z’s mental health?
We made a line of chewable jewelry to give people with chewing stims something better to chew on.
How do can Extra position itself as a ally for Gen Z’s mental health?
We made a line of chewable jewelry to give people with chewing stims something better to chew on.
Summary:
Stimming is a self-regulating repetitve behavior. 3/10 people stim, with chewing stims being the most common.
Chewelry is silicone-based chewable jewelry, created for people with chewing stims. However, most of it is only made for and marketed to children.
We decided to design a line for teens and adults, embedded with Extra Gum.
Gen Z loves to stand out. So we made the bracelets customizable.
They’ll show up in OOH, empowering and destigmatizing stimming.
We’ll partner with fashion influencers and famous stimmers to drive people to our pop-ups
And hijack major moments in UK culutre — from Glastonbury to Boxing Day
— making Extra Chewelry collectible and iconic all year long.
— making Extra Chewelry collectible and iconic all year long.
Made with Jackson Wald (CW), Emme Schummacher (AD), Tanmay Kumar (AD) and Joy Zhou (ST).