We created a character—named after a Mentos mint piece—who would embody the positive spirit of Mentos, no matter what.
Digital films showed his journey spreading positivity all over the world.
On Twitter, Dragee destroyed negative tweets (those hashtagged with "hate," "FML," or "fail,") in real time.
On Facebook, users created "life guidance" videos for their boring, vane or lovelorn friends. If they were boring, we tagged them in exciting photos. If they were vain, we showed them how many physical albums their selfies would fill. If they were lovelorn, Dragee ate a candy with their face etched into it, and then sang them a spoken-word balled.
Press: Mashable, PSFK, Time, Creativity, Adweek
Awards:
// Cannes Shortlist, "Blade," Film Category
// Cannes Shortlist, "Cobra," Film Category
// One Show Finalist, "Negative Tweet Eliminator," Innovation in Branded Content
// One Show Finalist, "Cobra," Online Films & Video