Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Editors' Choice

Bonkers W+K London Spot Shows The Minty World of Trebor as Not One of Compromise

Wieden+Kennedy London, 2 years, 6 months ago

Editors’ Choice: A familiar father-son conversation crazily twisted by director Taika Waititi

Bonkers W+K London Spot Shows The Minty World of Trebor as Not One of Compromise

Trebor and Wieden+Kennedy London have launched a new UK campaign for Britain’s biggest mint brand, which actively encourages people choose their Trebor.

The campaign highlights people’s affinity and loyalty to Trebor’s unapologetically minty mints, and plays with the truth that mint eaters fall firmly into one of two camps: Extra Strong Mints or Softmints. You’re either one or the other – no one mixes it up.

Created by creative team Max Batten and Ben Shaffery and directed by Academy Award-nominee Taika Waititi the 30” TV spot introduces viewers to the curiously wonderful Trebor world. It’s a world that’s reduced to the two choices of Trebor mints. And it’s populated by characters with an unquestionable love and passion for their choice of mint, and who will go to great lengths to stand by it.

The spot shows a father and a son at pivotal point in their relationship - where the son is making a decision about who he wants to be. It’s a familiar, loaded situation with a surreal minty twist, which establishes Trebor as a bold, playful and modern brand with a quintessentially British sense of humour.

Choose Your Trebor is the brand’s first TV campaign in over a decade, and the first created by Wieden+Kennedy London since being awarded the Trebor business in 2014. The TV spot is supported by a radio campaign, trade PR and in-store activity, as well as new packaging rolling out from August.

Elena Mallo, Senior Brand Manager said “We’re really pleased to be back on TV, supporting this fantastic brand with such a bold campaign. It will encourage shoppers to pick up a pack of Trebor by highlighting its great taste and heritage. Trebor is by far the market leader in mints and from this campaign we are looking to bring the brand to the forefront of consumers’ minds.”

Kim Papworth, Creative Director at Wieden+Kennedy, commented: “We loved the challenge from Trebor to celebrate Extra Strong Mints as well as Softmints in the same campaign. Trebor have a history of making memorable minty work. We hope not to disappoint.”


Brand: Trebor

Creative Agency

Account Director: Hanne Haugen

Creative: Max Batten, Ben Shaffrey

Creative Agency: Wieden+Kennedy London

Creative Director: Kim Papworth

Designer: Michael Bowtox

Executive Creative Director: Tony Davidson, Iain Tait

Executive Producer: Danielle Stewart

Group Account Director: Andrew Kay

Head of Planning: Beth Bentley

Planning Director: Georgia Challis

Producer: Danny Wallace

TV Producer: Lou Hake

Music and Sound

Music Supervision: Wave

Producer: Rebecca Boswell

Sound Design: Wave

Sound Engineer: Dugal Macdiarmid

Sound Mix: Dugal Macdiarmid


Edit Company: Work Post

Editor: Rachel Spann

Post Production / VFX

Post Production House: The Mill

Producer: Josh Robinson

VFX Supervisor: Dan Adams

Production Company

Director: Taika Waititi

DOP: Bob Pendar-Hughes

Executive Producer: Matt Buels

Producer: Camilla Cullen

Production Company: Hungryman

Category: Food , Snacks and confectionary

Genre: Comedy