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Launching this week is the first in a series of experiences from AMV BBDO, London, aiming to create a sensory experience on a par to Wrigley's 5 Gum across all five senses for 15-25 year-olds.

The project will run over the next five years and encompass art, fashion, film, interactivity and music aiming, as creative partner Thiago de Moraes explained, to 'create a new and unique experience for participants at every single touch point. The idea of the 5 experience is to turn Wrigleys into an entertainment company as much as it is a company that makes gum. They're going to create brilliant new sensorial experiences that people can take part in.'

The first experience launching this week is The Nightjar, a mobile game which places the player alone in space and challenges them to escape using only sound. Voiced by Sherlock Holmes star, Benedict Cumberbatch, the app uses 3D sound developed by cross platform production company, Somethin' Else, London, to bring the space horror elements of the story dramatically to life. The experience builds on Somethin' Else's previous sound-focussed game Papa Sangre for Channel 4. De Moraes explains: 'Unlike most games this is not visual at all, it's a sound experience. The whole game is built in 3D sound, it is very immersive, and a very different model of game.'

Collaboration is key to the success of 5 Gum, identifying and working with leading companies to create the most compelling content possible. Creative director Mark Fairbanks explains: 'We want the creators to have a different experiece, coupled with a developer who has a different experience and the end product is that the user of the app has a unique sensorial experience.'

De Moraes adds: 'Now more than ever advertising has to entertain first and embed itself in popular culture.'

http://www.the5experience.co.uk/