5 gum uses famous influencers to connect with young people and inspire them to try new things. But every year almost 75% of them don’t feel inspired to take action. To activate them, we turned to a different type of influencer, Martin, a senior citizen, who was chosen not for something he’d done but for something he didn’t do, which left him with a lifelong regret to show young people what happens when you choose not to do something. This unconventional influencer created an open dialogue between two seemingly disconnected generations, and the senior’s regret ignited a movement and inspired a new generation to take action and make choices that ultimately changed their lives.