Agency:  Neogama BBH, São Paulo
Art Director: Thiago Cruz
Copywriter: Raphael Quatrocci
Illustrator: Fernando Dias de Souza
Copy: He’s not worth crying for. Do you want to sleep at my place?” Pay-off: Mentos Single Pack. Selfishness without guilt.

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Mentos single serve mints are really good.
2. Affective: It’s ok to not offer these mints to friends. They’re too good to hand out.
3. Conative: Chuckle to yourself. And then buy Mentos single serve mints.

Positioning
By poking fun at humankind’s selfish nature, the campaign is a wink to selfishness. Everyone has been in the situation of feeling obligated to kindness—be it when popping a mint or in other situations. Mentos single serve mints alleviate the need to offer.

Consumer Promise
People won’t be offended if you don’t offer.

ADDITIONAL EXECUTION

1. Visual: Identical illustrated scene in which two business men sand next to each other. Man on the left stands briefcase in hand. Man on the right stands briefcase sideways on the ground face buried in his hands.
2. Copy: (From the man on the left) “The job wasn’t a right fit for you anyway. Do you still have his card?” Pay-off: Mentos Single Pack. Selfishness without guilt.