So in response to the recent apparent demand for “long lasting flavored gum” Wrigley’s has launched its new offering: 5 gum. In a nut shell, it promises “a sensory overload with every chew”. And in reality and surprisingly- yeah it is pretty cool. We tried Colbalt and the flavor wasn’t as tart and overpowering as it’s competitor, Infinity. But this isn’t a fucking consumer-info site, so what we’re really interested in is the cool launch campaign that’s been developed.

Apparently a first, users can go over to www.5gum.co.za and create their very own 3D projection animation. The best animations will be selected for a series of live projections in Cape Town and Johannesburg. Oh yes and there’s tickets up for grabs to the tripped out Etienne De Crecy concert.

Here’s a few examples of the projection animations: