Challenge: In a crowded gum category driven by habit and impulse, Trident needed a culturally relevant way to drive awareness and stand out in everyday moments — not just at checkout.

Insight: A simple stick of gum can help me face the tensions brought on by the daily rush hour commute.

Solution: With 7.6M people riding public transit daily, we met commuters at the height of their stress. Bold transit takeovers in Philadelphia, Chicago, and Atlanta encouraged riders to “CHEW THROUGH” the chaos — culminating in a surprise rush-hour pop-up performance by T-Pain in Chicago that turned tension into an unforgettable release.