"Chewing gum is famously banned in Singapore. To mark the nation's 60th birthday, BBH Singapore has introduced what could be the country's first legal chewing gum: a product called Unthinkables!. It looks, tastes, and chews like gum, but is made without a gum base - a deviously lateral solution that makes it technically legal. The project is a statement about the creative agency's appetite for impossible ideas: those that make the unthinkable possible and tackle business problems with fame-driving solutions."
"Collaborating with sugarcrafter Irene Chan of Oni Cupcakes, BBH Singapore's in-house Innovation Lab prototyped the perfect chewing gum, Unthinkables!. After trying over 60 combinations of flavors and chewiness-enhancing ingredients, they arrived at a final product: a hyper-chewy, flavored candy that is fully water-soluble. This ingenious solution sidesteps the country's strict gum ban while making a bold statement about creativity's potential to solve problems in unexpected ways."
"Each piece comes with a printed QR code that links to an equally unthinkable piece of work from the agency's portfolio. These include Heinekicks, a viral and award-winning campaign for Heineken that turned sneakers into beer-filled art, and Trapped, a full-fledged horror film created to launch travel insurance for Income. As Sascha Kuntze, Chief Creative Officer at BBH Singapore, put it, ' Creativity lets us solve problems by making the impossible possible. ' Singapore banned the sale and import of chewing gum in 1992"
BBH Singapore launched Unthinkables!, a chewing-gum-like product made without a gum base to comply with Singapore's chewing gum ban and celebrate the nation's 60th birthday. The in-house Innovation Lab collaborated with sugarcrafter Irene Chan and tested over 60 ingredient combinations to produce a hyper-chewy, flavored candy that fully dissolves in water. Each piece includes a QR code linking to notable agency work such as Heinekicks and Trapped, connecting the product to broader creative outputs. The product functions as both a legal novelty and a demonstration of creativity's ability to find lateral solutions in tightly regulated environments. "Creativity lets us solve problems by making the impossible possible."
Read at designboom | architecture & design magazine
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