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Iconic candy brand, Lifesavers Gummies have shared their first campaign in over a decade titled 'Up The Wow', created by agency T&Pm in New York, in collaboration with global creative studio Imagine This. 

The colourful new campaign, directed by Sharon Chetrit out of Imagine This, introduces an array of vibrant characters, each of whom ‘Up the Wow’ with each taste of a delicious Life Savers gummy.

Consisting of a hero 15’ spot, followed by a series of six’ social films, the campaign is currently running across digital channels, with new content due to drop in the coming weeks.

Production, direction and music for the campaign was handled out of Imagine This, led by EPs Toby Walsham and Robyn Walsham, director Sharon Chetrit, and music team RESISTER, with Covert handling the VFX and post production, and Whitehouse Post handling the editorial. 

Director Sharon Chetrit comments, “We set out to craft a flavour-filled dimension in this campaign that packed as much fun and as many WOW moments as possible into 15’ and six’ spots. Our mission was to construct a surreal and dreamlike world that is grounded in reality. We used a touch of 'Palm Royal' vibe - explosions of bold, vibrant colours, and rich textures. And to add that extra touch of magic, we shot the footage with Petzval lenses (used recently in the Oscar winning ‘Poor Things’), giving it a soft and magical look, like a beautiful dream.”

Group creative director at T&Pm, Frances Draskau adds, “An iconic candy like LIFE SAVERS Gummies deserves a show stopping number. With our latest campaign, Up the Wow, we’ve pulled out all the stops and a synchronised swimming spectacular to do just that."