The Altoids gum campaign is in full "curious" mode, replete with completely misleading guerrilla flyers with a phone number that treats you to a charming, if irrelevant, recorded message. But it's the photography of Altoids mainstay Tony D'Orio that really gets our jaws working, of course. As for the transition from mints to gum, thankfully there really isn't any. "From a product perspective, it's a natural, intuitive thing for Altoids to move into gum," says Leo Burnett's G. Andrew Meyer. "We're using our usual 'Curiously Strong' DNA, but fiddling with it a bit to induce mutations. The fact is, we're outspent in the category by roughly 37.5 gazillion dollars, which is actually liberating. We can avoid the too-polished aura of a mass marketer, and we can do things our bigger competitors won't allow themselves to do."
Client: Altoids Agency: Leo Burnett USA CDs: Noel Haan, G. Andrew Meyer AD: Mikal Pittman, Trevor Shorey CW: Mike Williams, Pam Mufson Photographer: Tony D'Orio Art Buyer: Michael Bilbrey