Hubba Bubba

Thesis Campaign

Art Direction / Campaign Ideation / Illustration / Copywriting

Won “Best Illustration Award” for OCAD’s 2020 Thesis Masters

Insight: 66% of people believe that Hubba Bubba does not last long enough.

Opportunity: The goal is to showcase the fact that there is truly enough gum that will last you long enough, as the product contains 6 feet of gum.

Idea: By The Bub

Let’s make the product useful in a way that has never been considered before, by creating a new unit of measurement. The product is so long that Hubba Bubba had to create a new unit of measurement, which is called BUB. 6 feet is equivalent to 1 BUB, because there is 6 feet of gum in Hubba Bubba’s bubble tape. Within the campaign, height and distance will be measured by a BUB.