First Video from New Mentos’ Social/Digital Campaign with  Dragee: “Blade”

First Video from New Mentos’ Social/Digital Campaign with Dragee: “Blade”

Mentos launched a new social-media driven campaign with Dragee (drä zhēˈ), a character which maintains a maintaining a positive outlook on life no matter what befalls him. The campaign is being promoted via a Facebook page.

This new social/digital campaign is the first campaign created by The Martin Agency for the freshmaker after this agency was named U.S. social media AOR for Mentos in January.

The first of three digital shorts shows Dragee attempting to avoid a swordsman’s blade while blindfolded. He is unsuccessful, and yet he remains positive, even after a sword courses through his body, spewing blood everywhere. Watch the video below.

Mentos: Blade

“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.” – said Keith Cartwright group creative director at The Martin Agency.

Released: February 2011
Client: Mentos
Agency: The Martin Agency
Country: United States

Full Credits:
Group Creative Director: Keith Cartwright
Copywriter: Mike Lear
Art Director: Dustin Artz
Strategic Planner: John Manley
Agency Executive Producer: Brett Alexander
Agency Broadcast Producer: Tania Staykova
Agency Assistant Producer: Marlena Villery
Agency Digital Executive Producer: Lalita Koehler
Agency Digital Producer: Eryn Lovich
Production Company: Radical Media
Director: Rosey
Director of Photography: Tim Pike
Executive Producer: Jim Bouvet
Producer: Barbara Benson
Editorial Company: Running with Scissors
Editor: Corey Livingston
Assistant Editor: Mark Meyers
Post Facility: ArtJail
Telecine: ArtJail
Colorist: Graham Holly
Visual Effects Company: ArtJail
Visual Effects Artist: Graham Holly
Audio Post Company: Sound Lounge
Engineer: Philip Loeb
Mixer: Philip Loeb
Sound Design Company: Henry Boy
Sound Designer: Bill Chesley

There are 2 comments for this article
  1. Terram at 2:35 AM

    This is awful!!! I liked facebook to see what this was, and unliked the page as soon as I saw how awful this is!

  2. Bill at 2:38 AM

    This is hilarious. It’s a risky choice for Mentos…that’s what makes this feel so dam fresh to me. I give mentos a big thumbs up for taking the chance. I just showed to my teenage son and it’s starting to make the rounds amongst his friends so I say it’s doing what it’s supposed to do!

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