SMART GUM⎟KU Leuven⎟Case movie DARWIN BBDO
In order to promote KU Leuven among students, creative office Darwin BBDO came up with the Smart Gum. A chewing gum that can help students remember their courses. The packaging holds two pieces of gum per section, each with a unique flavor: one for during study, and one for during the exam. The Smart Gum was handed out to pupils from the fifth and sixth year of secondary school for their exams. This smart gum is part of the greater KU Leuven life hacks campaign, whereby the science behind life-saving tips and tricks for students is explained. Together with De Kwekerij, we came up with and created the case movie for their submissions to international festivals.