Title | UNBELIEVABLE CHALLENGE |
Brand | MARS JAPAN |
Product / Service | SNICKERS |
Entrant | I&S BBDO Tokyo, JAPAN |
Entrant Company: | I&S BBDO Tokyo, JAPAN |
Advertising Agency: | I&S BBDO Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Masaki Honda | I&S BBDO | Creative Director |
Sei Sugiyama | I&S BBDO | Art Director |
Dota Kawai | I&S BBDO | Copywriter |
Kanou Ishikawa | Nibankoboh Productions Corp. | Production Producer |
Yoshiaki Mikuni | Director | |
Shigeki Akiyama | DOP |
Stimulate guys to do things that might be silly, and make them notice this nurtures their bond together. SNICKERS is there to energize them and becomes a part of this experience.
Many viral videos were spontaneously generated on YouTube and the sales went up by 145% vs. previous year. Offered free tie-up with most popular department store among young targets.
First, distribute a handbill communicates its concept to the target. After a while, broadcasted provocative TVC, then posted many kinds of viral videos on the web. Also used train poster, magazines, billboards etc. which cover all the targets' contact point.