Mentos.

To enhance a sampling campaign and get 16–34-year olds talking about the brand, I came up with a giant walking pack of gum which would maraud round the streets of nine British cities as Mentos brand ambassadors distributed packs of gum behind it.

Working at Sense London, I developed the concept of ‘Gum on the Run’, created the design and artwork of the pack as well as the individual ‘Pellet Boy’ and even briefed the staff as to how to perform as a ‘fresh’ pack of minty gum (like Cat from Red Dwarf).

Promotional business cards were distributed along with sample packs which encouraged people to go online and spread the word via social media.