Art has no boundaries. Materials, theme, sizes, colours—this is up to the creators to choose. Mentos US invited seven sculptures to come up with their creations made of chewing gum instead of conventional materials such as gesso and clay. The results of this unique collaboration are unveiled on the brand’s Facebook page, with two of them even appearing in magazine print ads (a lady wearing a summer hat/fruit gum and a picture of a giant octopus seizing a ship in the sea/mint gum).
The project was developed by The Martin Agency to promote the brand’s new large gum bottle among users of social media network. The creatives were asked a question “How will this much gum inspire you?” and as an answer to it, they made a bit bizarre, but stunning works ranging from sea creatures to classical busts. The contestants were given as much gum as they needed to create their piece of art, and they both chewed it and used food processors to grind the gum. The aspiring creators confess that they liked the way their sculptures smell—the fresh and fruity flavor of the gum pieces perfectly fitted the project’s concept, but one of them added that it’s impossible to make the sculptures clean since the material is very sticky and even in a completely clean space it becomes a bit dirty.
Watch a video on the project below.