Wieden+Kennedy London has produced a new online campaign for Mondelez’s Stride gum, featuring that much-loved figure the mad marketing director (or CMO as we call them these days).
The campaign, ‘Mad Intense,’ features client Donald making a series of outrageous claims about ‘Mad Intense’ Stride – featuring the rather naughty-sounding ‘Coolingdust’ – and Doug, ‘the world’s best lawyer,’ specially hired by Donald to let him get away with said claims.
The series of films incudes the a 60-second film (above), three 20s and, in a media first for Mondelez, one eight second film for mobile. The films, directed by Jeff Lowe through Biscuit, are supported by dedicated CoolingDust microsite, digital display media and online media, as well as social activity on the Stride channels.
So Mondelez and W+K are obviously pursuing a viral sensation here; something the agency has proved rather good at with previous efforts for Honda and Three, among others.