| Title | MENTOS® FRESH TALENT |
| Brief | Very popular brand among young people in the 90s, Mentos has an excellent reputation, but lacks recognition among 18-35 years old. To re-create brand preference and establish itself as an aspirational, cool brand rooted in pop culture, Mentos launches "Mentos® Fresh Talent", reconnecting with the world of music, recreating a special link with youth.Like a record label, Mentos® teamed up with Spotify to select 4 promising French talents: ALMÄ MANGO, YAASTER, LÉMOFIL & IGEE, all passionate about music and still in the early stages of their careers.To help them make a name for themselves, Mentos offers them the chance to produce a video clip in their own style, and broadcasts it to as many people as possible.DENTSU CREATIVE and director Liswaya had "carte blanche" to co-create clips with the artists and creative teams, using very different universes to reflect and bring to life the 4 artists personalities.What is original is the way the brand connects with its target. It infiltrates centers of interest like music and creates culture. It finds a social role for itself by acting as a music label to help young artists to emerge.The "MENTOS® FRESH TALENT" playlist, highlight of the campaign, was created to help discover these new talents, 5 tracks per artist. |
| Agency |
DENTSU CREATIVE
|
| Campaign |
Mentos Fresh Talent
|
| Advertiser |
Perfetti Van Melle
|
| Brand |
Mentos
|
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| Date of First Broadcast/Publication |
Subscribers Only
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| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Digital
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| Art Director |
B...it DE....UE Subscribers Only
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| Copywriter |
S...a B....kh Subscribers Only
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| Head of Production |
A....ny R...N Subscribers Only
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| Project Manager |
Ma....de R..x Subscribers Only
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| General Manager |
N....el D...c Subscribers Only
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| Director |
L....ya Subscribers Only
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| Production Company |
Bl....ox Subscribers Only
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| Producer |
D...an S...rt Subscribers Only
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| Production Manager |
S�.....ien C...et Subscribers Only
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| Executive Creative Director |
S�.....ien Z...ni Subscribers Only
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| Chief Executive Officer (CEO) |
C...ile B...un Subscribers Only
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