More than just telling Asian youth what the Mentos brand was all about, our objective was to inspire them to create their own moments of “unconventional fun with Mentos” and live the brand. A series of 3 TV spots featuring kids creating “illusions” with Mentos products was the hook to drive consumers online and join a community of fans and participate in the campaign – to watch/discuss the full range of “illusions” films, guess how they were done, see whether they were right by watching the “reveal” videos and for the inspired, to enter competitions by creating their own illusions.