Dramatisation as an advertising format

On the pictures you can see a print advertising campaign for the Orbit Mist premium gum from Wrigley's. 

They used dramatisation and an aesthetical visual language as their advertising format.

The models of the campaign pose in the water with a packet of Orbit Mist. 

They are dressed with wearable art: creative clothes made of a shower curtain, a mop and an umbrella. 

This dramatic scene symbols the “hydrating sensation” people can experience when chewing this premium gum.

I appreciate this campaign, because it´s an eye-catcher and speaks for itself. It´s simple, clear and works without using any text.

I think it´s very hard to describe the effect and advantages of a chewing gum in a printing ad. 

Therefore I think that the dramatisation of this campaign is a great and successful way to clarify the refreshing and hydrating effect of this special chewing gum.

Rebecca Engesser