The Campaign

March 11, 2011. A massive earthquake and then devastating tsunami slam the Tohoku area of northern Japan. Following the Fukushima Nuclear plant meltdown almost every Nuclear power plant in Japan stopped. There is an possibility, we will lose 1/4 of our electric power. We developed an alternative energy source - a source of energy that often goes wasted. "The Power of Men" And Snickers is man fuel, fuel for men to do their best. We created a power-generating bike that can light up a Christmas Tree. We looked for men who can ride them, and sent the tree as a gift to temporary housing in the disaster area.

The Brief

The Brand wanted to help disaster area in Northeastern Japan.

Results

200 young male volunteer generated 332.41 W/h, which lit up Christmas trees in two temporary housing areas during whole Christmas season. 2,000 favorable tweets about the project and brand.

Execution

We created a power-generating bike that can light up a Christmas Tree. We looked for men who can ride them, and sent the tree as a gift to temporary housing in the disaster area.

The Situation

March 11, 2011. A massive earthquake and then devastating tsunami slam the Tohoku area of northern Japan. Following the Fukushima Nuclear plant meltdown almost every Nuclear power plant in Japan stopped. There is an possibility, we will lose 1/4 of our electric power.

The Strategy

Utilize The Power of men - a source of energy that often goes wasted change that power to making life better. And Snickers is man fuel, fuel for men to do their best.