| Title | WORLD MASS HYPNOSIS |
| Brand | MARS JAPAN |
| Product / Service | SNICKERS |
| Category | A06. Best Use or Integration of Experiential Events |
| Entrant | I&S BBDO Tokyo, JAPAN |
| Entrant Company: | I&S BBDO Tokyo, JAPAN |
| Contributing Company: | I&S BBDO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masaki Honda | I&S BBDO Inc. | Creative Director/Planner/ |
| Douta Kawai | I&S BBDO Inc. | Planner |
| Sei Sugiyama | I&S BBDO Inc. | Planner/Art Director |
| Kumaki Tatsuro | I&S BBDO Inc. | Planner |
| Yosuke Yamauchi | I&S BBDO Inc. | Strategic Planner |
| Manabe Kairi | I&S BBDO Inc. | Planner/Web Director |
| Kanou Ishikawa | Niban-Kohboh Production | Producer |
| Makoto Aoki | Niban-Kohboh Production | Producer |
| Kousuke Kumakura | Niban-Kohboh Production | Producer |
| Masaki Furukawa | Niban-Kohboh Production | Director |
| Yoshitomo Yao | Niban-Kohboh Production | Manager |
| Jyunji Shigegaki | Frontier | Producer |
| Naoki Ono | Frontier | Manager |
| Yukihiro Iwayama | Puble.info | Producer |
| Youdou Kuroki | D-Zero | Producer |
| Kazuaki Tabuchi | D-Zero | Producer |
| Keisuke Yashiro | D-Zero | Web Designer |
| Keisuke Imamura | D-Zero | Flash |
| Kentaro Masui | D-Zero | Coder |
| Katsuo | Cameraman/Graphic |
SNICKERS has built a global campaign around the idea that "YOU ARE NOT YOU WHEN YOU ARE HUNGRY". SNICKERS has a minor share in the highly competitive market. TV advertising also hasn't reached to young target's as before. To deliver this idea "YOU ARE NOT YOU WHEN YOU ARE HUNGRY", we needed to develop an innovative content that stimulates young targets.
We invited an audience to the live event and broadcasted on the internet.
To promote this idea further, we wanted to take that metaphorical idea, and make it a reality. We hired a professional hypnotist to use his magical influence to make people hungry. That stimulated young people's curiosity and their natural challenging spirit.
・Sales on that day were recorded the highest ever, 153% above average. (Campaign period sales increased 140%, compared with the same peroid of last year) ・2,650,000 media impressions ・Participants from more than 50 countries