AGENCY

BBDO

TAGLINE

Live life with no regrets

CAMPAIGN

Digital / OLV / Social

For years, 5 Gum tapped celebrity influencers to inspire young people to live boldly. But the truth? Most didn’t. Research showed over 75% of Gen Z and young millennials were still sitting on the sidelines. So we went looking for a different kind of influencer—people who move you without followers, likes, or clout. People with a lifetime of hard-earned wisdom.

We found them in aging adults. Not for what they’d done, but for what they hadn’t—the regrets that had been haunting them for decades. Then we gave them the shot they’d been waiting for: skydiving, dancing, or—in one viral moment—an 86-year-old man attending his first Pride. Their transformations became global headlines, inspiring millions of young people to stop waiting, start doing, and turn a lifetime of “what ifs” into a movement for “why nots.”