Brief

Position 5 Gum as a brand that is ready for those exhilarating moments—the ones that come when you least expect them. 

Creative solution

For Millennials and Gen Z, finding a job is a challenge. Catching a good job is difficult. And landing a dream job is nearly impossible. To speak to this, we created You’re On In 5 - a branded content video series that gives five young creatives the opportunity to kickstart their careers.

The series is made up of five reality-style episodes (Dancer, DJ, Comedian, Stylist and Singer). Each episode introduces us to our young hero, and we learn about their aspirations and hustle. Then, we surprise them with an opportunity—delivered in a pack of 5 Gum, natch. Will they step up to the challenge? Or will they crumble under the pressure?

Results

The campaign was well-received on socials, well enough that episodes were reused into 2024.

Also, not to take too much credit for a called shot, but after appearing in You’re On In 5, Neema Naz did blow up, and as of 2024 has over 1.2 million followers across Tiktok, Youtube and Instagram. He was signed to Kevin Hart’s talent agency, and his 2025 North American comedy tour is selling out one date at a time. But hey, we found him first.

Keywords

Creative concepting, Online video, Social content, Social campaign, Motion graphic design, Storyboarding