Joe WINT
Extra Gum
To position Extra as an 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.
D&AD 2025 New Blood Pencil Winner
To position Extra as an 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.
D&AD 2025 New Blood Pencil Winner
Info:
- 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.
Case Study:
Gen Z loves to stand out. So we made the bracelets customizable.
They’ll show up in OOH and at pop-up stores, 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).