Gumball is getting closer.
- May 3
- 1 min read
Updated: May 5
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 you execute its logic.
Most campaigns stop when they feel right.
This one kept going.
Until it felt like Gumball everywhere.
Well… not that close.
IMPACT
Hit forecast in 12 days.
Became the benchmark for global campaigns.
WHAT THIS PROVED
Good campaigns don’t scale. Systems do.
If every region interprets a brand differently,
you don’t have a global IP —
you have local versions.
The real work isn’t creating assets.
It’s defining the rules that make them feel right.
WATCH THE SYSTEM
Richard is getting Closer!
Darwin is getting Closer!
CREDITS
Creative Lead — Pancho Ortega
Creative Team — Gustavo Lema, Hugo Zapata, Macarena Trabajo
Creative Producer — Eduardo Limón
Creative Direction — Marcela Ramsfelder, André Takeda
Content Leadership — Pablo Zuccarino
Marketing Leadership — Natalia Akel, Carolina Liporace, Florencia Herrero
Regional / Content Support — Mónica Oomen
Animation — HookUp Aniimation Studios
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