LOVE STORY

Short List
TitleLOVE STORY
ClientPERFETTI VAN MELLE, CHINA
Product / ServiceMENTOS CHEWING GUM
CategoryA01. Food Products
EntrantBBH 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

Brief Explanation

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.

Credits

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