BBH Singapore launched Unthinkables!, a chewing-gum-like product made without a gum base to comply with Singapore's chewing gum ban and celebrate the nation's 60th birthday. The in-house Innovation Lab collaborated with sugarcrafter Irene Chan and tested over 60 ingredient combinations to produce a hyper-chewy, flavored candy that fully dissolves in water. Each piece includes a QR code linking to notable agency work such as Heinekicks and Trapped, connecting the product to broader creative outputs. The product functions as both a legal novelty and a demonstration of creativity's ability to find lateral solutions in tightly regulated environments. "Creativity lets us solve problems by making the impossible possible."
Chewing gum is famously banned in Singapore. To mark the nation's 60th birthday, BBH Singapore has introduced what could be the country's first legal chewing gum: a product called Unthinkables!. It looks, tastes, and chews like gum, but is made without a gum base - a deviously lateral solution that makes it technically legal. The project is a statement about the creative agency's appetite for impossible ideas: those that make the unthinkable possible and tackle business problems with fame-driving solutions.
Collaborating with sugarcrafter Irene Chan of Oni Cupcakes, BBH Singapore's in-house Innovation Lab prototyped the perfect chewing gum, Unthinkables!. After trying over 60 combinations of flavors and chewiness-enhancing ingredients, they arrived at a final product: a hyper-chewy, flavored candy that is fully water-soluble. This ingenious solution sidesteps the country's strict gum ban while making a bold statement about creativity's potential to solve problems in unexpected ways.
Each piece comes with a printed QR code that links to an equally unthinkable piece of work from the agency's portfolio. These include Heinekicks, a viral and award-winning campaign for Heineken that turned sneakers into beer-filled art, and Trapped, a full-fledged horror film created to launch travel insurance for Income. As Sascha Kuntze, Chief Creative Officer at BBH Singapore, put it, ' Creativity lets us solve problems by making the impossible possible. ' Singapore banned the sale and import of chewing gum in 1992
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