Mentos Fresh Talent
Not everyone blows up on their own. Sometimes they just need the right stage. That's why the TikTok first talent show 'Mentos Fresh Talent' came to live. Hosted from the smallest by artist Bokoesam.
Mentos
Opel
Studio M
Top Notch
FMCG
In close collaboration with Studio M, Opel, and TopNotch, we developed a two-phased competition designed to discover the next big sound. After a massive wave of online submissions, a jury carefully selected the most promising emerging artists for a unique challenge: performing their demos in the smallest music studio in the Netherlands.
We transformed a fully customized Opel into a mobile stage, complete with giant Mentos rolls replacing the hubcaps and a custom-engineered AKAI-board inside. This allowed Bokoesam to safely trigger beats and give his seal of approval while driving during these intimate, high-energy ‘drive-by auditions’.
Following the mobile auditions, the competition hit the pavement for its second phase. The remaining artists went live on the streets across various cities, going head-to-head in real-life rap battles to prove their skills directly to the public. With no studio tricks to rely on, it was all about pure talent and capturing the energy of the crowd in an unfiltered way. The campaign successfully merged a digital-first approach with raw, physical experiences, bringing the brand’s refreshing vibe right to the target audience.