Mentos - "MENTOS® FRESH TALENT"

DENTSU CREATIVE Paris, France

Awards

1428

Brand: Mentos
Country: France

Advertiser: Perfetti Van Melle

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
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Digital
Art Director	B...it DE....UE Subscribers Only
Copywriter	S...a B....kh Subscribers Only
Head of Production	A....ny R...N Subscribers Only
Project Manager	Ma....de R..x Subscribers Only
General Manager	N....ël D...c Subscribers Only
Director	L....ya Subscribers Only
Production Company	Bl....ox Subscribers Only
Producer	D...an S...rt Subscribers Only
Production Manager	S�.....ien C...et Subscribers Only
Executive Creative Director	S�.....ien Z...ni Subscribers Only
Chief Executive Officer (CEO)	C...ile B...un Subscribers Only