Air Action Vigorsol encourages people to be their freshest self

Italian chewing gum brand Air Action Vigorsol and creative agency BBH London have built on the brand's 'Keep It Fresh' brand platform, with a comedic new campaign encouraging people to be their freshest self.

The film which spearheads the campaign is set in a surreal city, populated entirely by plastic mannequins, where everyone is rigid and conformist. When one of the mannequins tastes Vigorsol’s Air Action gum however he literally breaks out of his shell and is free to be his true self, with hilarious results.

The campaign, directed by Gustav Sundström and produced by MindsEye, is launching with a 30 second film and will be released coinciding with the Champions League Final and running across TV, social media and digital out-of-home in Italy.

Elliott White, senior copywriter at BBH London, said: "Working with a cast of mannequins was a dream. They’re excellent at taking direction, and there’s never a hair out of place."

Gloria Barbera, senior brand manager at Vigorsol Perfetti Van Melle, added: “Our goal was to redefine freshness in a way that resonates with Gen Z’s values of authenticity and self-expression. By creating a powerful visual narrative of breaking free from conformity, we hope to inspire a generation to embrace their true selves.”

Credits

Campaign title: Vigorsol Mannequins Advertising agency: BBH @bbhlondon CCO: Alex Grieve

ECD: Helen Rhodes

DECD: Felipe Guimaraes @mr_filly

Creative Directors: Stu Royall @stuart_royall, Phil Holbrook, Adam Newby, Dillah Zakbah.

UNDER EMBARGO: 1st June

Senior Copywriter: Elliott White @eajw

Senior Art Director: Wil Maxey @wilmaxey Planner/s: Laura Casado Cisa, Aparna Bangur Business lead: Patrick Farrall

Account Director: Laura Huber

Account manager: Zimini Fongho

Account Executive: Harry Robson

Agency film producer: Nikola Oksiutycz @nikki_om

Production company: MindsEye

Director: Gustav Sundström

DOP: Mårten Tedin

Executive Producer: Debbie Ninnis and Hughie Phillips Producer: Craig Dixon

Editor/s: Saam Hodivala at Shift Post Post-production company: Selected Works Senior Post-production Producer: Kate Ryan VFX Supervisor: Peter Hodsman

Grade: Hannibal Lang

Senior Colourist: Hannibal Lang Sound studio: 750mph

Sound engineer: Jake Ashwell Music: Sukiyaki by Kyu Sakamoto Label: Universal Records

Music supervisor: Hywel Evans Music company: Black Sheep Music

Vigorsol Credits (Perfetti Van Melle Italia):

Commercial Director: Marco Seregni Senior

Marketing Manager: Dario Oliva Marketing

Manager: Serena Zaffaroni

Senior Brand Manager: Gloria Barbera Junior

Brand Manager: Giacomo Trincavelli Assistant

Brand Manager: Gioele Quagliato