In the world of online advertising humour is king, and that was the approach taken by The Martin Agency. This is mainly a Facebook campaign which consists of hilarious videos of Dragee, a zen like character destroying "negative tweets"...literally. A couple more videos are included of Dragee remaining positive under some entertaining circumstances. The campaign works very well to add life to a rather dull brand image. Overall I believe this was a great execution, made me laugh quite a bit.
http://www.facebook.com/MentosUS?sk=app_205435616139254
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