adam&eveDDB New York’s Executive Creative Director shares how the Gift of Life Marrow Registry ‘Hero Gum’ campaign rose from rejection to reality – thanks to two years of relentless creativity, scrappy thinking, and pure persistence.

The concept: make joining the bone marrow registry as easy as chewing gum. It hit endless roadblocks, but as Jason says: “The ‘death’ of an idea isn’t the end. It’s just the beginning.”

With support from Labcorp and DOUBLEMINT, the team launched Hero Gum at a recent Mets game – proving that with grit and heart, even scrappy ideas can save lives.

Huge thanks to Jason and our team at adam&eveDDB NY for reminding us what it takes to keep bold ideas alive.

And thank you Little Black Book for the feature. Read more here.