Mentos Film BLADE by @radical.media, The Martin Agency New York

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BLADE

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Industry Candies
Media Film
Market United States
Agency @radical.media
Director Rosey
Creative Director Keith Cartwright
Art Director Dustin Artz
Copywriter Mike Lear
Agency The Martin Agency New York
Released February 2011

Credits & Description

Category: Internet Film
Advertiser: MENTOS
Product/Service: MENTOS SWEETS
Agency: THE MARTIN AGENCY
Production Company: @radical.media, New York, USA
Date of First Appearance: Feb 16 2011
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Agency Producer:
Director:
Account Manager:
Planner:
Executive Producer (Agency): Brett Alexander (Martin Agency)
Digital Producer (Agency): Lalita Koehler (Martin Agency)
Executive Producer (@Radical): Jon Kamen (@radical media)
Executive Producer (@Radical): Frank Scherma (@radical media)
Director: Rosey (@radical media)
Chief Creative Officer: John Norman (Martin Agency)
Creative Director: Keith Cartwright (Martin Agency)
Copywriter: Mike Lear (Martin Agency)
Art Director: Dustin Artz (Martin Agency)
Agency Producer: Tania Staykova (Martin Agency)
Agency Producer: Marlena Villery (Martin Agency)
Digital Producer (Agency): Eryn Lovich (Martin Agency)
Account Manager: Caroline Moncure (Martin Agency)
Planner: John Manley (Martin Agency)
Executive Producer (@Radical): Jim Bouvet (@radical media)

English Description
Mentos introduces Dragee, a character who embodies the brand by maintaining a fresh, positive outlook on life no matter what befalls him, in social-media driven campaign.

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, especially in front of his protégé Rick. The campaign is being promoted via a Facebook page, by Mentos' new social media agency of record, The Martin Agency.