Chewing gum that's not a gum sticks it to Singapore ban

"Sticks to the law, not your shoe" promises this flashy campaign for a chewable gum that's not a chewing gum - theoretically allowing it to be used in Singapore despite the 1992 ban on chewing gum. 'Unthinkables' sticks look familiar but are made with a water-soluble flavoured candy, enabling them to sidestep Singapore's ban, which was introduced to prevent people from clogging up keyholes or defacing surfaces with sticky deposits, particularly in the Asian nation's rapidly growing high-rise developments. If you're wondering what the campaign is actually advertising, well, that would be the ad agency that created it: QR codes in the packets showcase more of their work and are intended to spark conversations around "ideas that make the impossible possible and tackle business problems with fame-driving solutions". The gum is not for sale, though if you're feeling bold you may want put its legality to the test by asking the agency for some, chewing it in public in Singapore - currently celebrating 60 years of independence from the Federation of Malaysia - and seeing if you get a $500-$10,000 fine slapped on you....What do you think of the campaign - brilliant, annoying, time-wasting, fun?

Keywords: Unthinkables Singapore, Singapore chewing gum, BBH Singapore