Mentos presents the ‘M-Levels’ for students
The exam period is an extremely intense and stressful period for Singaporean students.
This is a perfect time for Mentos, to celebrate fresh thinking in Singapore and put the fun back into studying.
Together with creative agency BBH Asia Pacific, Mentos are launching a fresh take on exams, with the world’s freshest and most-outside-the-box exam ever. Launched to promote Mentos’ new flavour variant, “Mintensity” which has 4 increasing levels of mint intensity, the exam will test students lateral thinking skills to the limit – and the freshness of their right brains.
Just like Mintensity, the M-Levels is divided into 4 increasingly intense sections with questions such as: “The MRT is an acronym for mass rapid transit. Please think of something more amusing that MRT could stand for.” The papers will be marked based solely on the freshness of answers, with the top scoring student winning fame - as the official posterchild- and fortune – an entire year’s supply of Mintensity.
Take a stab at the M Level yourself…
Credits – Executive Creative Director: Steve Elrick. Creative Director: Maurice Wee. Deputy Creative Directors: Douglas Hamilton, Adrian Chan. Copy Writer: Daniel Foo. Art Directors:Marcus Yuen, Uni Lee. Engagement Planning Director: James Sowden. Business Director: David Webster. Account Director: Midori Watanabe. Account Executive: Bernice Ooi. Producers: Brell Chen, Samantha Dalton. Digital Production Company: Avant Works. Print Production Company: Calibre Picture and Ideas. Photographer: Matthew Teo.
