| Title | LOVE STORY |
| Brand | PERFETTI VAN MELLE, CHINA |
| Product / Service | MENTOS CHEWING GUM |
| Category | A01. Food Products |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Advertising Agency: | BBH CHINA Shanghai, CHINA |
| Production Company: | PHENOMENA Bangkok, THAILAND |
| 2nd Production Company: | CHAMNI'S EYE Bangkok, THAILAND |
| Name | Position |
|---|---|
| Johnny Tan | Executive Creative Director |
| Yinbo Ma | Creative Director |
| Leo Zhang | Copywriter |
| Jeffrey Sun | Art Director |
| Krystie Koh/Bettina Feng | Agency Producer |
| Stephanie Yip/Fiona Buddery | Account Supervisor |
| Melvin Wong/Janyaluck Khamdaeng/Duangporn Worajit/Rossen Krause | Producer |
| Thanonchai Sornsriwichai | Director |
| Digital Magic/Oriental Post And Cine Digital Sound Studio | Post Production |
| Stephanie Yip/Fiona Buddery | Account Manager |
| Ed Tsue/Matt Hoban | Planner |
| Surat Jariyawatanawijit | Photographer |
| Amoeba Digital Imaging | Retouching Company |
Challenge Mentos wanted to promote Pure Fresh, a dual layered gum with extra breath freshening power. But in China, the gum market is dominated by Wrigley's with a whopping 96% Share of Voice. The challenge was to get noticed by Chinese youth who thinks all minty gums are the same. Idea: Unexpectedly powerful breath. Gum ads in China are mostly cliché love stories. We mocked this cliché by creating a parody film: A guy in a long distance relationship tries to appease his lonely girlfriend. He blows a kiss into a jar then mails it to her. She excitedly opens the jar and her face gets blown ugly by the powerful wind in the jar. This film was launched on TV and in micro blogging.