The Brief

The Gum category has lost relevance in Canada, impacting sales and velocity of all brands, including Trident. It seems Canada’s rapidly changing culture, fueled by technology, had left gum culture in the dust. Gum no longer fits in daily rituals the way it did before mobile technology and social media took over Canadians lives. How can Trident gum gain relevancy and start a conversation with emerging adults who are too distracted to even notice? Make Trident a part of culture in the technology age.

We began to imagine what a distraction-free lifestyle would look like. What would the future hold for people who wanted to put technology in its place and focus on real life? So we created “Focus: Life Gear by Trident” – a fashion concept that disconnects you from mobile interruptions and social media distractions while wearing it. The unique Life Gear is created out of radio frequency shielding fabric, which blocks all cellular phone and internet signals when placed inside the pockets allowing people to be disconnected from unnecessary distractions. In a unique collaboration with Anrealage – a prominent Japanese Fashion House, who counts Lady Gaga amongst fans – we created 12 garments in this conceptual fashion line.

The Focus: Life Gear by Trident fashion concept, exhibit and idea of a distraction-free lifestyle captured the attention of Toronto media and Torontonians themselves. The pop-up exhibit received incredibly positive accolades from key trendsetters and media including Business News Network, Canadian Reviewer, NOW Toronto and Mobile Syrup. The 10-day exhibit garnered over one million impressions and was visited not only by fashion, tech, culture and trend media and bloggers, but hundreds of Torontonians, as well.