Global Brand Systems

Building consistency across markets isn’t about repeating ideas.
It’s about defining the logic that makes a brand feel the same everywhere.

Gumball is getting closer.

If it doesn’t go far enough, it’s broken. Gumball was getting really close. And when I say really… I mean really close. This wasn’t a local campaign. It had to work globally — across markets, languages and audiences. So we didn’t just say it. We pushed it. Closer. Closer. Closer... Until “close” stopped being a lineand became the joke. Because in Gumball, nothing stays metaphorical. Everything happens. That’s what makes the humor travel. Not the idea itself —but how precisely

Global Brand Systems