CEO & founder of INOVNATION at Shareholder & Member of the Board of BAC-Briggs Automotive Company

São Paulo SP, Brazil

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Mentos - "A Poster 3 Times More Surprising"

NEOGAMA

NEOGAMA São Paulo, Brazil

5976

Brand: Mentos
Country: Brazil

Advertiser: Perfetti Van Melle

Title	A Poster 3 Times More Surprising
Agency	NEOGAMA
Campaign	A Poster 3 Times More Surprising
Advertiser	Perfetti Van Melle
Brand	Mentos
Date of First Broadcast/Publication	2014 / 10
Business Sector	Chewing-Gum
Story	To present Mentos 3, a gum with 3 layers of flavor, “A poster 3 times more surprising” shows that big surprises can be hidden in small opportunities. In this case an amateur guitar player ended in a National TV Talk Show after answering a poster looking for a guitar player. Agency: NeogamaBBH Executive Creative Director: Alexandre GamaCreative Director: Márcio RibasArt Director: Daniel Poletto, Fernando PatucciCopywriter: Ligia Mendes, Bruno Godinho, Rodrigo SenraAgency Executive Producer: Mariah BayeuxAgency Producer: Paula Alimonda, Gabriela Baroni, Daniela GrandiniAccount Director: Silvia TommasiniAccount manager: Guilherme NogueiraProduction: VideocuboDirector: Victor ReisPhotographer: Anderson CapuanPost production: Diogo Dias de AndradeSound Studio: Loop Reclame
Philosophy	A poster 3 times more surprising
Problem	How to launch the new Mentos 3, a gum with 3 layers of flavor, reinforcing the Mentos concept " surprise your day"?
Result	Over 3 million page views on youtube, a hole break on a national TV Talk Show and loads of positive comments on blogs, sites and social networks.
Media Type	Branded Content
Length	271 seconds
Executive Creative Director	Alexandre Gama
Creative Director	Márcio Ribas
Copywriter	Ligia Mendes
Copywriter	Bruno Godinho
Copywriter	Rodrigo Senra
Art Director	Daniel Poletto
Art Director	Fernando Patucci
Production Company	Videocubo
diretor	Victor Reis
Director of Photography (DOP)	Anderson Capuan
Sound Studio	Loop Reclame