The Context
The Mentos brand needed to stand out in the hyper-competitive gum category with a big message, on a relatively small budget.
The Solution
Our solution comes from Mentos gum itself—the only gum that's round. The shape implies originality and free-spiritedness, providing a perfect connection to our target. Cossette creates white and blue pointillist canvases out of hundreds of blister packs. In three high-traffic locales across Canada, artists create gigantic frescos by popping Mentos gum circles out of their packs. All communications elements point to “makeartpop.ca” where site visitors can create their own virtual works and vote for favourites. Viral components and top-rated works become their own online ads.
The Results
86% appreciation rate for the frescos.
16,987 drawings are posted online.
23% of online artists send viral messages to friends.
Coverage by over 50 media outlets.
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2010 — Cristal Prize
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2010 — Campaign of the Decade—Marketing Magazine
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2008 — Shortlisted for two Cannes Lions
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2008 — Three grand prizes at the CREA
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2008 — Gold at the GLOBES
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2008 — Grand Prize Grafika
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2008 — Grand Prize at the Prix Média
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2008 — Three Golds at the Promo Awards
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2007 — Grand Prize at the Boomerang
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2007 — Gold at the CMA Awards
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2007 — Best of Show at the Marketing Awards
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2007 — Three Golds at the Marketing Awards
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2007 — Best of Show at the Media Innovation Awards
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2007 — Gold at the Media Innovation Awards