| Title | SNICKERS THE WORLD'S FIRST TANDEM RODEO CHAMPIONSHIP |
| Brand | MARS JAPAN |
| Product / Service | SNICKERS |
| Category | B02. Consumer Products & Services |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Entrant Company: | I&S BBDO Tokyo, JAPAN |
| DM/Advertising Agency: | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masaki Honda | I&S BBDO Inc. | Creative Director |
| Dota Kawai | I&S BBDO Inc. | Copywriter |
| Sei Sugiyama | I&S BBDO Inc. | Art Director |
| Hiroshi Kojima | Proximity Japan | Planner |
| Shun Ajiki | Proximity Japan | Planner |
| Masaki Furukawa | Nibankobo | Director |
| Kano Ishikawa | Nibankobo | Film Producer |
| Jin Kameno | Nibankobo | Film Producer |
In Japan, flood of small electronic plaything has washed away the activity involving a physical body from young guys. Due to decrease of energy consumption at playtime, SNICKERS started losing its presence.
TVC's, print ads etc. traditional media haven't stimulated their minds anymore. To raise the brand's engagement, we needed more direct way to stimulate and grab the young guys minds.
To remind the"Guys" of joy of the activity involving a physical body, we invented an enormous playground for young guys to go physically wild, which is "The World's first Tandem Rodeo Championship".
155% sales growth during the campaign period. 1,300,000 votes for team competition and 220,000 accesses to the campaign site.