An Arcade That Combines
GUM–CHEWING WITH BLADDER HUMOR, PRIVATE PARTS & SH*TTING
Year: 2012
Client: iD Gum
Agency: Droga5
Role: Art Director
Art: Nick Schmidt
Copy: David Ma, Colin Lord
Design: Ryan Hoelting
Mentor: Neil Heymann
Production & Design: Rehab & Chunk Games
Project Duration: 4 Months
Note: This was my first project at Droga5! 😀️
Recognition:
2013 Webby Award Nominee: Social Gaming (Handheld Devices)
2013 Webby Award Nominee: Social Gaming (Tablet & All Other Devices)
2013 Webby Award Honoree: Games (Tablet & All other Devices)
FWA SOTD & MOTD: February 6, 2013
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iD Gum is a subsidiary of Kraft Foods, now known as Mondelez International, which focuses on grocery products for the American market.
iD Gum is made for the modern-day, indecisive teenager who are kinda into this and kinda into that. We created iD ArtCade, an interactive experience that’s kinda an art gallery and kinda an arcade that lets teens scan pack artwork to unlock eighteen stupidly addicting games. ↓
How It Works
1
Visit the website or download the app from the App Store or Google Play.
2
Scan iD Gum pack art to unlock games.
3
Hit the switch to go to the gum pack art gallery or the arcade.
Did you Know
Did You Know? 300+ games were ideated, but only 18 were made into stupidly addicting games. Here are a few.
↑ Bladder Up
There’s kinda a pool party in your pants, but nobody’s invited. Relieve yourself without the other swimmers catching your drift.
↑ Strip Polka
Kinda a polka band, that kinda enjoys stripping. The faster you get the oompah band to play, the faster their clothes come off.
↑ Snowhoarding
Kinda snowboarding, kinda hoarding. The mountain is yours. Get to the bottom while collecting as much as you can along the way.
↑ Cat-A-Pult
Kinda a cat, kinda a catapult. Launch felines into Internet stardom, literally.
↑ Ginger Ninja
Ginger’s revenge! Attack your enemies before the sun comes up, and you get kinda freckly.
↑ T-Rex in V-Necks
Kinda fashion, kinda paleontology. Help the T-rex and his tiny arms fit into a hip V-neck.
↑ Censei Sensei
Kinda martial arts, kinda private parts. Fight for your honor, and your clothes.
↑ Parent-Teacher Nightmare
Kinda the end of the school day, kinda the end of the world. Drop textbooks on zombie teachers and parents.
↑ ElectroCutesy
Kinda shock therapy, kinda stuffed animal collecting. Use jumper cables to give annoyingly cute critters the shock treatment.
↑ Hind Quarters
Kinda investing, kinda plumbing. Make a “deposit” by dropping coins in the plumber’s slot.
↑ Shknitting
Kinda marine biology, kinda crocheting. Knit a net from fish shit.
↑ Play all the games. Unlock this dope video.
The fun didn’t stop. We created a whole set of content for iD ArtCade‘s Tumblr.
