After being named U.S. social media AOR for Mentos in January, The Martin Agency has debuted a new social/digital campaign for the freshmaker.
Named after the word for a single Mentos candy or gum, Dragee (drä zhēˈ), the star in this spot (fueled with the spirit of optimism), maintains a fresh take on life even after a sword courses through his body, spewing blood everywhere while attempting to avoid a swordsman’s blade blindfolded. Though unsuccessful, he remains ever positive, ever committed to his charge, especially in front of his protege, Rick.
Keith Cartwright, SVP/group creative director at The Martin Agency says in a statement, “When Mentos approached us, we jumped at the opportunity to create a comprehensive social/digital U.S.-based campaign for a global brand. The chance to build this campaign solely on Facebook offered creative challenges and opportunities. In the end, we’re incredibly proud of the work and what we were able to accomplish in this space.”
Should the brand have just stuck to relying on its “fresh maker” tag instead? You can be the judge of that. Credits after the jump…
Group Creative Director: Keith Cartwright
Copywriter: Mike Lear
Art Director: Dustin Artz
Strategic Planner: John Manley
Account Supervisor: Caroline Moncure
Agency Executive Producer: Brett Alexander
Agency Broadcast Producer: Tania Staykova
Agency Digital Executive Producer: Lalita Koehler
Agency Digital Producer: Eryn Lovich
Production Company: Radical Media, NY
Director of Photography: Tim Pike
Executive Producer: Jim Bouvet
Editorial Company: Running with Scissors
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