Wrigley tapped EVB in an effort to gain credibility amongst the elusive American teen, who spends as much time in the digital world as they do watching TV or reading magazines. Cool Breath Power was the result. The campaign was a tightly integrated effort that included online advertising, promotions, social media, viral videos, online games, mobile elements and a series of campaign microsites. The look and feel for the campaign originated at BBDO Chicago with the launch of a television campaign called the “Attraction Chronicles.” Evolution Bureau brought the surreal and primitive graphic world of the Attraction Chronicles to life on the Web by developing a series of non-linear, animated websites that literally allowed the user to immerse himself or herself in the experience by choosing any number of paths through the site. The overall initiative was a great example of a media-neutral, multi-platform campaign. It was recognized by press and award shows throughout the world for its innovation and creativity.