1. Date: 12th
May 2013
Presented By: Team Recombinator:
Alan Day
Jason Godwin
Anthony Gribben
Andrea Weikert
Tom Winterton
Gumism
21st
Century Collective Street Art

2. BACKGROUND
• Five students participating on a 2013 Stanford University MOOC on creativity
• International student team: Czech Republic, Germany, Italy, United Kingdom
• tasked to generate alternative use of chewing gum, creating value, novelty and market potential
FACTS
• 1.3 million metric tons of chewing gum consumed annually; € 14.7 billion - value of global
chewing gum industry
• US, EU and Middle East key consumers with young people biggest consumers
• Chewing gum industry now targeting Asia-Pacific market: young population, increasing
urbanization and spending power
• We considered the potential to move from current portion sizes to both nano and mammoth
sizing in search of new applications and value.
• From a research perspective the number of sticks of gum and tonnage were particularly relevant
once we decided to frame the solution within current available gum , or residue, rather than
increase or change production for a new purpose. We then focused more on the residue being a
proportion of that pre-chewed tonnage and in what forms that could be reconstituted or
reused.
CHALLENGE
• Environmental menace including green-house gas emissions
• Cost of cleaning post-chew residue from city streets far outweigh consumption cost
• Example: £150m – cost of cleaning gum of UK city streets (half the annual value of the UK
chewing gum market)
2
INTRODUCTION
2

3. 3
VALUEFRAMEWORK
3
Examples of Social Capital
1.Unifying symbol behind a social project
2.Medical innovation
3.Homeless problem
4.Hunger & clean water challenges
Interesting/Creative/Fun
1.The ideas have to be interesting!!
2. Inspire the creativity within
3. With a sense of Fun at its core
As a team we used 3 pillars to define value or importance to use. These were income,
social capital and novelty use. We then brainstormed ideas and scored these ideas
against our values to find the single solution most aligned to our team values.
Gumism
Solution
aligned
to our
values
Scoring
Idea
generation
Commercial
viability
Adding value

4. 4
IDEAGENERATION
4
Bonding
agent –
medical use
on
battlefield
wounds
Alcohol
gum
CO2 capture
Dietary –
use to turn
off hunger
Bonding
agent to
stick things
together
Change your
skin
pigment e.g.
Tanning
gum
Different
type of gum
to alter you
A social
marker,
different
colours for
different
symbols
Monitoring
body,
diabetic
levels,
biometric,
nicotine
Changes
colour with
alcohol level
Gum as
vaccines Gum as oral
contraceptives
RFID
embedded
core in gum
for tracking
people
We brainstormed a number of ideas for uses of chewing gum, looking at altering
properties, size and texture to stimulate the team’s thinking and idea generation.
Community
art
Relaxant –
Just add
marijuana
and legalize

5. 5
OURTOP-5IDEASSCORED
5
Short-Listed Ideas
Social
Capital
(1-10)
Profit
(1-10)
Novelty
(1-10)
Total
Score
Collecting used gum for
remanufacture into
products for developing
world.
8 2 4 14
Supply mold with pack of
gum to add value
3 4 5 12
Collective art piece from
used gum that is celebrity
endorsed & auctioned off
for charity
6 6 8 20
Recycled gum for seismic
underpinning additive in
developing world
6 2 6 14
CO2 captured through
chewing gum
7 4 8 19
Based on our team values we scored our ideas to select the one that best fitted. We
chose creating collective art that is celebrity-endorsed and auctioned for charity using
gum.

6. SOLUTION
Unifying projects to
transform
communities
Used gum – for many
nothing more
than trash
The Plan
Provide templates
for a community to build
upon
With a social and
environmental campaign
at its centre
Unifying people to create
value from what would
otherwise be trash
We created Gumism - collective art projects built from used gum where we provide
templates for communities to build on and support this with a social and
environmental campaign to galvanise and mobilise people.
Gumism = Collective Art Projects Built from Used Gum

7. Alignment to social and environmental interestsAlignment to social and environmental interests
ArtworkArtwork
•Endorsement•Endorsement
• Local artists sow the seed - building the template to get things going.
• Community invited to stick their gum & built up the art installation
LocationsLocations
Lasting ValueLasting Value
• Celebrity endorsement to add value
• Schools competing in contest
• Inner City
• Shopping Centres
• Covered Area in Parks
• Schools
• Artwork auctioned off for charity
• Community mobilised for common good
• Clean-up gum, litter and graffiti
• Positive value in aligning people to a good cause
CREATINGVALUE
We see Gumism adding value to communities by turning waste into viable by-
products while mobilising communities to address social nuisance and environmental
concerns.

8. Properties of Chewing Gum used for Gumism
8
GUMPROPERTIES
8
TEXTURE represents the complexity of our modern life.
It is used to create an interesting surface of the artwork.
COLOR represents diversity, people from all walks of life
can contribute. It is used to create a beautiful work of art.
STICKINESS represents community, everyone can add his little piece of gum. This property is
used to allow the artwork to grow, by adding new pieces of gum to it.
AFFORDABILITY represents social inclusion for everyone. Since chewing gum is virtually
affordable by everyone, large numbers of people can contribute and the artwork can be huge.
MALLEABILITY represents open-mindedness and flexibility. This property is used, since with
creativity all kinds of artworks can be created. This property also allows to create the shape of the
artwork.
DURABILITY represents sustainability and the ability of humankind to survive. Looking at how
difficult it is to remove chewing gum waste, the durability of chewing gum allows us to preserve the
artwork for possibly generations.
HARDENING represents the ability to persist. The fact that chewing gum hardens out, allows the
artwork to preserve its form.
We liked the symbolism of chewing gum and its properties and believe these link
nicely to our Gumism movement.

9. SOCIAL CAPITAL
•Way of recycling chewing gum waste
•Creating a community and fun
•Auctioning off the artwork for a worthy cause
INCOME/PROFIT
•Chewing gum manufacturers could benefit from increased sales while additionally being
encouraged to support environmental improvement and community solidarity.
NOVELTY (FUN + CREATIVITY)
•Fun for gum artists and communities commissioning the development of local art
•Allows communities to express their creativity
VALUEREALIZED
9
We have aligned Gumism to our team values. To take a social nuisance, something
that bonds to pavements & shoes to building art to be proud of and helping to form a
social bonds.

10. From collective problem to collective
solution
Shared responsibility of industry,
education and civic society
Welcome to Gumism an “Art Chew-veau”
10
WEALLWIN
10
Go chew it over!