| Title | LONG LASTING CHALLENGE |
| Brand | KRAFT |
| Product / Service | STRIDE |
| Category | A02. Fast Moving Consumer Goods |
| Entrant | IM 2.0 INTERACTIVE GROUP Shanghai, CHINA |
| Entrant Company | IM 2.0 INTERACTIVE GROUP Shanghai, CHINA |
| Advertising Agency | IM 2.0 INTERACTIVE GROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Bright Yu | Im2.0 Interactive Group | Video Editor |
| Itsuki Wang | Im2.0 Interactive Group | Production Director |
| Doris Wang | Im2.0 Interactive Group | Account Executive |
| Jacky Wang | Im2.0 Interactive Group | Account Manager |
| Moreau Gan | Im2.0 Interactive Group | Account Director |
| Kevin Zhu | Im2.0 Interactive Group | Business Director |
| Banana Zhang | Im2.0 Interactive Group | Associate Art Director |
| Iris Xu/Manly Zhang | Im2.0 Interactive Group | Senior Designer |
| Skip Xu/Teppei Li | Im2.0 Interactive Group | Senior Copy Writer |
| Stan Xu | Im2.0 Interactive Group | Art Director |
| Ben Guan | Im2.0 Interactive Group | Acd |
| Beck Yang | Im2.0 Interactive Group | Acd |
| Allen Lee | Im2.0 Interactive Group | Ecd |
To proactive consumer’s long lasting passion, we proposed “1 billion chewing minutes”big idea, to break consumer’s gum chewing limit, and to achieve “1 billion chewing minutes” real campaign target. Upon First login, users will receive their first challenge: The Long Lasting Chewing Test. They will accumulate chewing minutes by Stride Chewing Recognition System through online camera. And start 5 different Long Lasting Challenges: long lasting ability, long lasting coordination, long lasting power, long lasting memory, long lasting control. During the campaign, users can gain points and win incentive by scan pack AR recognition and SNS friend PK mechanism.