Mentos Fresh Sounds is renewing how brands connect with youth culture in a campaign via The Idea Shed.
It is in collaboration with Vinyl Media, Havas Media and Havas Play.
“Fresh Sounds isn’t just a campaign; it’s our promise to back emerging Australian talent in a real way,” said Perfetti Van Melle senior brand manager Nikolah Gibson.
“With ‘Yes to Fresh’ at the heart of our brand, we’re proud to create opportunities for the next wave of artists to be seen, heard, and celebrated.”
The campaign includes a Fresh Sounds Portal, inviting emerging artists to submit their music directly to Rolling Stone Australia.
It is live across OOH, print, social and digital, including trams across Sydney and Melbourne.
“With Mentos Fresh Sounds, we set out to create a campaign built for genuine music discovery,” said The Idea Shed partner and ECD John Volckman.
“By turning Mentos into a symbol of sound that’s bold, vibrant and full of flavour, we created a campaign that doesn’t just speak to youth culture, it amplifies it.
“It’s about giving emerging artists a stage and giving audiences something fresh to tune into every day.”
Credits
The Idea Shed:
John Volckman Partner/ECD
Karin Andréasson Head of Growth
Mia Gall Account Director
Sophie Fergusson Account Executive
Adrian Moore Head of Creative Experience
Paul Fiore Senior Creative
John Fairley Design Director
Claire Hughes Senior Designer
Gail Ma Finished Artist
Chronicle Studios :
Dale Bennett Head of Production
Isaac Brown Photographer
Beth Carr Producer
Patrick Zaczkiewicz Stylist
Kristyan Low H&MU
Elise Healy Retoucher
Mentos:
Michael Puglisi Country Manager – Australia & New Zealand
Nikolah Gibson Senior Brand Manager
Agency Partners:
Strategy and Media: Havas Media
Partnership Management: Havas Play
Publisher Partner: Vinyl Media Group
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