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    In order to stand out, Mentos continued to focus on its differentiating element (its “roundness”) and capitalized on multiple touch points to rea… Read More
    In order to stand out, Mentos continued to focus on its differentiating element (its “roundness”) and capitalized on multiple touch points to reach our target audience (men and women, 18-34 years old, young and urban) and engage them into a brand experience that lasted over 4 months. We wanted the tone of the campaign to be light-hearted in order to contribute to the brand attributes: open, original and refreshing. In 2009, we were in the middle of an economic crisis, so Mentos just wanted to provide consumers with little moments of fun and pure entertainment. In this experiential campaign, Mentos Gum asked what could “make your world go rounder,” just like its gum. The campaign started with spectacular Mentos events that demonstrated how the brand would make its world go rounder. The brand then invited consumers to submit their ideas on a website specially developed to this effect and let users vote for their favourite idea(s). When users wrote their idea on the site, it transformed into a creative visual via generative art. Thus, the idea’s author saw it instantly take shape. Each idea submitted got its own page with a unique URL, making it possible to share with friends. The best ideas were also placed into web banners as they were being entered! Accounts were created on multiple social networks so people could share their ideas and ask their friends to vote for them. At the end of the campaign, Mentos Gum chose two winning ideas and carried them out, in addition to giving $5,000 to their creators. Read Less
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In order to stand out, Mentos continued to focus on its differentiating element (its “roundness”) and capitalized on multiple touch points to reach our target audience (men and women, 18-34 years old, young and urban) and engage them into a brand experience that lasted over 4 months.
 
We wanted the tone of the campaign to be light-hearted in order to contribute to the brand attributes: open, original and refreshing. In 2009, we were in the middle of an economic crisis, so Mentos just wanted to provide consumers with little moments of fun and pure entertainment.
 
In this experiential campaign, Mentos Gum asked what could “make your world go rounder,” just like its gum. The campaign started with spectacular Mentos events that demonstrated how the brand would make its world go rounder. The brand then invited consumers to submit their ideas on a website specially developed to this effect and let users vote for their favourite idea(s).
 
When users wrote their idea on the site, it transformed into a creative visual via generative art. Thus, the idea’s author saw it instantly take shape. Each idea submitted got its own page with a unique URL, making it possible to share with friends. The best ideas were also placed into web banners as they were being entered!
Accounts were created on multiple social networks so people could share their ideas and ask their friends to vote for them.
 
At the end of the campaign, Mentos Gum chose two winning ideas and carried them out, in addition to giving $5,000 to their creators.
Film - Art of Bouncing
Case Campaign Video
 
Creative Director: Antoine Bécotte
Conceptor: Antoine Bécotte & Sacha Ouimet
Art Directors: Antoine Bécotte, Sacha Ouimet & Guillaume Carrier-Turcotte
Illustrations: Françoise Cournoyer
Production House: Orange Medias, Sonart & Apollo