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Central Park, NY

Campaign
Agency Network: 
Published/Aired: 
October 2009

Description

Neogama BBH shows urban oasis as a metaphor for refreshing power of Mentos Pure Fresh. In order to magnify the refreshing power of Perfetti Van Melle Mentos Pure Fresh, Neogama BBH has created a print campaign that uses a striking visual metaphor. The pieces show green areas embedded in large urban centers - Central Park in New York, Hyde Park in London and Shinjuku Gyoen in Tokyo – with the headline: "Crunchy outside. Refreshing inside. Surprising chewing gum with liquid filling.

Print advertisement created by BBH, Brazil for Mentos, within the category: Confectionery, Snacks.

Caption

Crunchy outside. Refreshing inside.
Surprisingl chewing gum with liquid filling.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas, Wilson Mateos
Art Director: Thiago Cruz and Rafael Segri
Copywriter: Silvio Amorim
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Highest Rated

Guest's picture

really Nice

Guest
Guest's picture

Looks awesome, really strong ads.

Love it

Guest
Guest's picture

Una poronga! Brasilero dedicate al fuchimbol

Guest
Guest's picture

Simple and brillant idea.
Congrats

Guest
hagemony's picture

just done! doubt it will work...

hagemony
Activity Score 335
Guest's picture

Refreshing.Original.Like it

Guest
premc's picture

Funny !

I will give 8/10

premc
Activity Score 917
Graphic Designer at Web Designer/Graphic Designer |

radical

Guest's picture

really Nice

Guest
Guest's picture

okay are all the guest comments from the team that worked on it done....WTF is with this bad campaign

Guest
Guest's picture

Great ad, u guys could use more parks like in paris and rome.

Guest
Guest's picture

concept is okay. colors are dull. the product does not stand out. spend a minute looking at the ad thinking what is this supposed to be because the mentos fades in with the rest of the dull background.

Guest
JJwang's picture

Agree!!!
Really dull and mess, where's the product? Aha

JJwang
Activity Score 15
Guest's picture

Simple and smart.love it

Guest
Guest's picture

Seems like Neogama has a department of interns just to post here how great their ads are.

Guest
Guest's picture

I think this ads are
one step forward from the others
Good job, works for me.

Guest
Guest's picture

why is the outside/city crunchy?
lame.

Guest
rolling.stone's picture

i dont find it emotionally connecting

the kind of product it is, it must should have emotionally connecting

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture

Very smart.i like the metaphor.

Guest
Guest's picture

I think is a little far from the product, but i like this ads exactly because of this.
We have no rules to make advertising.

"oo"
O

Guest
Guest's picture

genius

Guest
Guest's picture

Exactly wht i think about the Central park.

My fav place in NYC.

Guest
Guest's picture

Good one

Guest
Guest's picture

Great campaign.simplicity sometimes works pretty well

Guest
Guest's picture

Nice campaign and retouch.You guys should do with more cities around the world.

Guest
AmOgodzzz's picture

This is an exceptional ad. I disagree with rolling.stone. It creates an immediate emotional connection and makes a familiar reference: NYC is known as a "concrete jungle" with high levels of pollution, little green spaces and grumpy people. But we all view Central Park as kind of a softer, gentler, more soothing oasis within the city. Great stuff.

AmOgodzzz
Activity Score 826
Copywriter at School of Visual Arts
rhubarbcubed's picture

Simple and effective.

rhubarbcubed
Activity Score 12
luismvaz's picture

Gr8 artwork, not so sure about de concept, loved it but it could work for many other products with a diferent punchline

luismvaz
Activity Score 17
Creative Director at www.muchbeta.com |

luismvaz

kevgroat's picture

confusing, boring

kevgroat
Activity Score 175
K.I.D_PUNK's picture

COOL.

K.I.D_PUNK
Activity Score 151
Art Director at Advertising Agency Bangkok Thailand
Leo Paul James's picture

What an irony...Brazil coming up with New York, London & Tokyo!!

Leo Paul James
Activity Score 22
Mumbai
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