| Title | LOVE STORY |
| Brand | PERFETTI VAN MELLE CHINA |
| Product / Service | MENTOS CHEWING GUM |
| Category | C01. Viral Video |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Advertising/Web Design Agency: | BBH CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Johnny Tan | BBH China | Executive Creative Director |
| Yinbo Ma | BBH China | Creative Director |
| Leo Zhang | BBH China | Copywriter |
| Jeffrey Sun | BBH China | Art Director |
| Krystie Koh | BBH China | Producer |
| Bettina Feng | BBH China | Producer |
| Ed Tsue | BBH China | Planner |
| Matt Hoban | BBH China | Planner |
| Stephanie Yip | BBH China | Associate Account Director |
| Fiona Buddery | BBH China | Account Executive |
Mentos Pure Fresh is an extra breath freshening gum. The task was to get noticed by Chinese youth, in a market where Wrigley's dominates 96% Share of Voice. Mentos mocked cliché gum ads: A guy in a long distance relationship blows a kiss into a jar then mails it to his lonely girlfriend. She excitedly opens the jar her face gets blown ugly by the powerful wind in the jar. The film was launched primarily on micro-blogging. In one month, there's 3.8++M views in video sharing website Youku.com = 2M minutes of free broadcast time. Sales grew by 63%.