Changing The Way We Think About Sugar

With no added sugar, no sugar alcohols, and no artificial sweeteners, SmartSweets is on a mission to kick sugar – naturally. For the Christmas period, founder Tara Bosch wanted to bring a bit of magic to fans of her natural gummy bear sweets via social media.



A Sweet Solution

Working with Looking Glass Films and SmartSweets, REWIND conceived and designed a loveable brand character – “Gummi” the gummy bear – for use across all media including TV, print, immersive and social. From mood boards to a final CG build of the character, REWIND was instrumental to the development of the brand mascot.

REWIND built a seasonal AR experience for the Facebook Camera Effects platform to reveal Gummi to fans. The experience was designed and built to accommodate a selfie with the user or a 3rd person photo in World Space. Gummi is placed in the real world environment by tapping the screen and then Facebook users see Gummi appear in his special Christmas jumper. He can wave, give them the thumbs up and scratch his chin, plus those who post images on the platform with their new friend Gummi can win a month’s supply of SmartSweets. Try the effect here.