Chewing Gum Street Art

As we all know, the nation's pavements are blighted with unsightly chewing gum greying on the pavement. It costs the government thousands of pounds to remove so street artist Ben Wilson had the idea to paint each piece of chewing gum, creating a mini masterpiece from something otherwise unattractive. Wilson estimates that over the past six years he has painted over 8000 pieces of chewing gum on the streets of London - with each painting taking him up to an entire day. We thought that someone like Ben Wilson could produce an interesting collaboration with New Balance and it would be a great way to implement some ambient marketing on the streets of London, as Ben's masterpieces are often a talking point in the press and with the public.

Hayley Welton