To spread the word that chewing Trident Senses gum is pointless, yet fun, we created an Europe-wide integrated campaign that centres on the Pointless Collective, a group of artists responsible for creating digital experiences, events, films and installations that are pointless and fun.

Webi-sodes were where all the pointless content was hosted. We've had more than a million visits to our website, with users spending an average of 5 minutes on it.

The events were where  the campaign starts to build a bridge between fiction and reality.The Collective came up with the ideas and we brought them to life for real in places where we knew our target would be.

The world's most pointless game was created and was brought to life by setting up a farm with 500 real chickens on it.

On TV we created a series of animations directed by, the master
of all pointless animations, Cyriak Harris. The ads came out at the same time
as the events.

Creative Direction:

Nick Thompson

Creative Team:

Christiano Neves & Bruno Xavier