The bus shelter signage presented was part of an integrated campaign aimed at promoting Mentos candy.
The overall objective of this campaign was to demonstrate the presence of Mentos in the market and to increase the purchasing frequency and consumption of the candy. To do so, the campaign reiterated the brand promise that Mentos is a candy that refreshes both breath and spirit—plus, it highlighted the unique shape of the product packaging: the roll.
The specific objective of the bus shelter signage was to intercept consumers in the target range of 18 to 35 year-olds in their daily life while using public transit or walking in the street.
To reiterate the brand promise that Mentos is a candy that refreshes both breath and spirit, and highlight the unique shape of the product packaging: the roll.
In order to really emphasize the unique shape of Mentos packaging—the roll—the signage featured a 1 to 1 ratio. Thus, when consumers were standing in the street at a distance, they could see the images created with the Mentos pixels. As they got closer, they could easily see how the rolls were used to make the pixels. The choice of medium was crucial in terms of creating this duality of distance vs. proximity. What’s more, to increase the playful, surprising side, we used metallic wrapping to create a mirror reflecting each portrait represented by the Rollorama.
The goal of this signage campaign was to invite people to make their nicest, minty face at rollorama.ca and share it on social networks.
The choice of medium used to create this duality of distance vs. proximity was a key element in the campaign.
ACD : Sacha Ouimet
AD : Richard Bélanger & Sacha Ouimet
WEB AD : Sébastien Guy
Production House : Proxystudio