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Central Park, NY

Agency: 
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.

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

Comments (29)

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Highest Rated

Leo Paul James's picture
Leo Paul James
Activity Score 22

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

Guest's picture
Guest

Looks awesome, really strong ads.

Love it

Guest's picture
Guest

Una poronga! Brasilero dedicate al fuchimbol

Guest's picture
Guest

Simple and brillant idea.
Congrats

hagemony's picture
hagemony
Activity Score 335

just done! doubt it will work...

Guest's picture
Guest

Refreshing.Original.Like it

premc's picture
premc
Activity Score 917

Funny !

I will give 8/10

radical

Guest's picture
Guest

really Nice

Guest's picture
Guest

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

Guest's picture
Guest

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

Guest's picture
Guest

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.

JJwang's picture
JJwang
Activity Score 15

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

Guest's picture
Guest

Simple and smart.love it

Guest's picture
Guest

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

Guest's picture
Guest

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

Guest's picture
Guest

why is the outside/city crunchy?
lame.

rolling.stone's picture
rolling.stone
Activity Score 2741

i dont find it emotionally connecting

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

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

Very smart.i like the metaphor.

Guest's picture
Guest

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's picture
Guest

genius

Guest's picture
Guest

Exactly wht i think about the Central park.

My fav place in NYC.

Guest's picture
Guest

Good one

Guest's picture
Guest

Great campaign.simplicity sometimes works pretty well

Guest's picture
Guest

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

AmOgodzzz's picture
AmOgodzzz
Activity Score 826

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.

rhubarbcubed's picture
rhubarbcubed
Activity Score 12

Simple and effective.

luismvaz's picture
luismvaz
Activity Score 17

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

luismvaz

kevgroat's picture
kevgroat
Activity Score 175

confusing, boring

K.I.D_PUNK's picture
K.I.D_PUNK
Activity Score 151

COOL.

Leo Paul James's picture
Leo Paul James
Activity Score 22

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

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