Title | APRIL FOOL'S PRANK |
Brand | MARS FOOD (CHINA) |
Product / Service | M&M'S |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | BBDO Beijing, CHINA |
Entrant Company: | BBDO Beijing, CHINA |
Advertising Agency: | BBDO Beijing, CHINA |
Media Agency: | STARCOM Beijing, CHINA |
Name | Company | Position |
---|---|---|
Leong Wai Foong | BBDO | Chief Creative Officer |
Ng Tian It | BBDO | Executive Creative Director |
Xiao Kun | BBDO | Creative Director/Writer |
Oscar Liang | BBDO | Creative Director/Art Director |
Kelvin Leong | BBDO | Creative Director/Art Director |
Louis Ang | BBDO | Art Director |
Heng Yee Sin | BBDO | Art Director |
Kit Ong | BBDO | Writer |
Scarlett Yan | BBDO | Writer |
Li Fang Fang | BBDO | Designer |
Zhang Wei | Grass Studio | Designer |
Kenny Chai | Grass Studio | Flim Director/Cameraman |
Zhang Lu | Grass Studio | Cameraman |
Zhao Hao | Grass Studio | Cameraman |
Cai Jing | Grass Studio | Producer |
Zhang Jia Jia | Grass Studio | Producer |
Xi Miao | Beijing Lightbox | Online Producer |
Xu Haidong | Beijing Lightbox | Editor |
Liu Zhao | Beijing Lightbox | Editor |
Xing Si Si | BBDO | Art Director |
Everyone knows M&M's is FUN and is the perfect brand to add colour and happiness. We want to own April Fool's day.
China ranks 2nd worldwide in terms of economy size but it ranks 125th in terms of happiness. That is why China needs April Fool's day more than any other country in the world. So when the big day arrived, we were ready. An irresistibly fun M&M's prank which we made a Russian Doll version of M&M's pack. Inside each usual pack was another pack of M&M's and inside was another M&M's pack with a sticker with the message of 'Happy April Fool's Day'. We sold this specially packaged M&M's made just for April 1st at selected universities.
In a saturated snack category obsessed with non-stop novelty (new flavours, new formats, new packaging, etc), M&M's is perceived as predicable and unexciting. How do we prove that M&M's is a snack that promises 'Irresistible Fun', beyond simply great taste? We want teenagers to have FUN celebrating April Fool's Day.