Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

We knew that if we inspired and enabled something meaningful for young people, we would in turn establish meaning behind our brand. - Energy BBDO Team
What’s the elevator pitch for your project?

We don’t regret the things we did. We regret the things we didn’t do.

For years 5 Gum has used famous influencers to connect with young people and inspire them to try something new. This year, to activate young people, we turned to a different kind of influencer with zero followers and no social clout – Martin, a senior citizen – who was chosen not for what he’d done, but for what he hadn’t, and the regret he had as a result of his choice. His story of regret inspired teens and young adults around the world to embrace their fears and new experiences and make choices that ultimately changed their lives, turning our senior’s lifelong regret into a powerful force for good.

What was the impetus for this project? What real-world challenge were you trying to solve?

Young people knew of 5 Gum, but lacked any meaningful connection to the brand. To build meaning behind it, we decided to set our bar higher than driving likes and shares of our content among teens and young adults. Instead, we decided to leverage a different type of influencer that could inspire real action, beyond clicks and comments. We found Martin, a senior citizen, with a real regret powerful and inspiring enough to actually change the behavior of young people and then helped make that behavior change possible.

In short, we knew that if we inspired and enabled something meaningful for young people, we would in turn establish meaning behind our brand.

 

Did your team have a breakthrough or “a-ha” moment while formulating or executing this project?

We learned that as we age, the decisions we make become part of our personal narrative—they define who we are. Surprisingly, we don’t often dwell on the “bad decisions” we make. Instead we chalk them up to "necessary life lessons." But the choices we shy away from, when fear of what could happen prevents us from embracing something new, are the ones that haunt us long after the moment has passed.

Was the tech/medium you chose crucial to conveying your message? If so, why?

This was 5’s first digital-first campaign designed specifically to live in places and spaces where young people would be primed to listen and engage. Instagram and YouTube were crucial to conveying our message because we knew that’s where young people were spending a bulk of their time and would be most receptive, particularly when each piece of content was designed specifically for each channel.

How did this project defy your expectations?

We hoped to tell meaningful stories that started a broader cultural conversation around the brand, but we truly didn’t expect to find a story as powerful as Martin’s that went on to inspire young people to come out to their families and peers. This campaign gave us the opportunity to share and elevate a coming out story at a national scale, but also to promote a message of inclusivity for a generation that expects it.

Credits

  • Chief Creative Officer Andrés Ordóñez Energy BBDO
  • Executive Creative Director Josh Gross Energy BBDO
  • Executive Creative Director Pedro Pérez Energy BBDO
  • Creative Director Fernando Passos Energy BBDO
  • Creative Director Dan McCormack Energy BBDO
  • Art Director Chris Cavalieri Energy BBDO
  • Art Director Tyler Bartley Energy BBDO
  • Copywriter Alejandro Peré Energy BBDO
  • Copywriter Tori Probert Energy BBDO
  • Lead Designer Hung Vinh Energy BBDO
  • Designer Jaehyuk Choi Energy BBDO
  • Designer Erin Knott Energy BBDO
  • Head of Production John Pratt Energy BBDO
  • Executive Director of Content & Delivery Brian Cooper Energy BBDO
  • Senior Producer Shobin Mathew Energy BBDO
  • Director of Music Daniel Kuypers Energy BBDO
  • Associate Music Producer Nick Maker Energy BBDO
  • Managing Director Jeff Adkins Energy BBDO
  • Vice President CLM Julien Lemoine CLM BBDO
  • Client Service Director Lianne Sinclair Energy BBDO
  • Global Account Director Jamie DeFer Energy BBDO
  • Account Supervisor Layne Steele Paddon Energy BBDO
  • Account Executive Kristen Miller Energy BBDO
  • Group Planning Director Elke Anderle Energy BBDO
  • Global Strategy Director Allison Arling-Giorgi Energy BBDO
  • Senior Post Producer Jenny McDonald Flare
  • Managing Editor Casey Cobler Flare
  • Junior Editor Austin Andries Flare
  • Editor Sean Berringer Flare
  • Audio Katy Mindeman Flare
  • Color Fred Keller Flare
  • Director German Mairen Flare Studio
  • Director Marcos Mijan Flare Studio
  • Director Ross Bolidai Flare Studio
  • Director Daniel Ryan Flare Studio
  • Media Agency Mediacom
  • Media Agency Starcom
  • Digital Agency Fanscape
  • PR Agency Olson Engage
  • Tech Lead Rob Diel Energy BBDO
  • Sr. Project Manager Jason Yang Energy BBDO

About the Public Service & Activism category

Branded content hubs, videos, articles, or native programs that that serve to facilitate political change, public participation in civics, government policies/pursuits, or social activism.