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Ementicons / Mentos

Submitted By Laura Osborne

Description

People already share Mentos in the 'real' world, but we wanted to get people sharing Mentos in the digital world too. To do this we created a fresh set of ementicons for feelings that we've only started having in the last 5 years, such as being Selfie-Obsessed.

It was important to us to make ementicons also culturally relevant by launching FOMO on NYE, Awkward on Valentines Day and Bad Happy on Friday 13th. And also created tactical social posts for the Oscars and Solar Eclipse last year.

Objective

Mentos is a household brand in so many countries and they have 13 million fans on Facebook. But the candies are an analog product - they can only be shared person to person, physically. As our world becomes increasingly digital and increasingly global, we needed to find a way to turn this physical piece of candy into something our digitally-savvy teenage audience will connect with.

Technical Challenge

iOS8 had just introduced keyboard add ons so we looked into how we could get these fresh feelings into people's phones. We created our own installable keyboard and helped advertise a start-up App called ULTRATEXT that let us feature the Ementicons.

Client

Mentos

Agency

BBH London
www.bartleboglehegarty.com

Media

Integrated Branding

Market

Food

Credits

Account Executive

Joesephine Keirnan, Johnny White

Agency Producer

Laura Graham

Art Director

Laura Osborne

Creative Director

Shelley Smoler, Raphael Basckin

Director

Matthew Pollock, Thomas Ormonde

Illustrator

Genevieve Gauckler

Music & Sound

String and Tins

Production Company

Independent films, Black Sheep Studios

Writer

Sarah Watson

Views

132

 

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