5 Gum — THE FORBIDDEN 5 FILES

With this idea we gave 5 users an insider’s peek into the mysteries of the 5 world. We exposed the ‘secrets’ of 5 gum by placing black flash drives throughout major cities (busses, subways, gym lockers, etc) with ‘classified’ 5 information on them.

 

The plain black flash drives were made of heat-sensitive material. When warmed in the hand a ‘5’ appeared.

 

People found the drives, stuck them into their computers and passed the information along to their friends. The drives contained:

 

• Profiles of the explorers in the spots

• Failed test footage

• Blue prints for the various experiments and rooms in the warehouse

 

Before and during the distribution of the flash drives we posted ads on ‘Lost and Found’ sites within Craigslist and other local city publications to stir up awareness.