Hubba Bubba wants to "keep Australia beautiful" and to encourage people to do something nice with their used gum rather than just spit it out on the street. So they did this clever wild poster campaign with "paint by numbers"... er, no wait "gum by numbers" art for gum addicts to stick their colorful globs of gum on instead.

Ad agency: DDB Sydney Creative team: Jason Young Typographer Matt Eastwood Executive Creative Director Steve Back Deputy Creative Director Iggy Rodriguez Art Director Steele Bonus Art Director Justin Carew Art Director Jakub Szymanski Art Director Iggy Rodriguez Copywriter

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (10)

  • Plywood's picture

    I hate that I really like this.

    Feb 06, 2008
  • Dabitch's picture

    Aw. Gooey gum makes Plywood melt. :) It's a great idea. It would have scored 5 from me had I seen a poster that was full of gum, I mean, did people stick to the numbers? What did the end result look like? :) Curious cats want to know.

    Feb 06, 2008
  • alex's picture

    Seconded. Can you imagine how long it would take to complete the pictures? I have this sneaking feeling that the end result would not only be revoltingly similar to The Incredible Melting Man, it would also be a biohazard.

    Feb 07, 2008
  • TDD's picture

    Just put a school, library, or picture theatre chair out on the street. It will attract chewed gum to it.

    "Happiness is overrated."

    Feb 07, 2008
  • Plywood's picture

    Do a google image search of "gum wall" and you'll see that the gum totally keeps its shape (doesn't melt or sag)... It's ugly beautiful.

    As long as people follow the guide, the end result will be really cool. I bet as the thing progresses, people will get into it and start chewing different gum to have the right colour to fill in specific parts of it.

    Feb 07, 2008
  • adlib's picture

    I wish I hadn't done that image search, the Seattle Gum wall made me develop severe mysophobia.

    Feb 07, 2008
  • tod.brody's picture

    Mysophobia indeed. There's no way I would do that image search. The whole concept of a gum wall just creeps me out.

    Feb 07, 2008
  • Wendall's picture

    Cool idea, but putting gum on that thing when it nears completion would be quite gross.

    Feb 13, 2008
  • edupdf's picture
    edupdf (not verified)

    I really enjoyed reading your article. I found this as an informative and interesting post, so i think it is very useful and knowledgeable. I would like to thank you for the effort you have made in writing this article.

    Apr 01, 2016

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