Overview

This was a project that created huge lightning bolts by chewing gum to communicate the unprecedented stimulating experience of chewing the new LOTTE “ZEUS Thunder Spark” gum. A myoelectric sensor was used to pick up the weak electrical currents produced when chewing gum. This was then amplified to create “thunder” at live concerts. Musicians Denki Groove (meaning electric groove), were chosen as “Chewing VJs.” Each time the two members chewed gum onstage, a large bolt of lightening would strike across a 50-meter-high wall of an observatory tower. The electrifying sensations of the gum and the lightning blew the crowds away. Live footage from this event was aired as a TV commercial to simulate the electrifying ZEUS experience for youth across the country. To get even more young people to experience the lightning-like sensation, a Facebook app that “charred” a friend’s Wall after striking it with lightning was released. This app was explosively popular with young people wanting to play a prank on their friends. On launch day, guerilla promotions were held all over the youth-filled streets of Tokyo, with lightning striking wherever ZEUS gum was being chewed. The event was a huge success, and many clamored to experience their own lightning strikes. There was wide coverage in the media, and clubs across Tokyo were packed for days with youths who wanted to experience the Chewing VJ live.