| Title | YOU'RE NOT ON BRAND WHEN YOU'RE HUNGRY |
| Brand | MARS FOOD CHINA |
| Product / Service | SNICKERS |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | BBDO CHINA Beijing, CHINA |
| Entrant Company | BBDO CHINA Beijing, CHINA |
| Advertising Agency | BBDO CHINA Beijing, CHINA |
| Media Agency | STARCOM Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Jerry Wang | Bbdo China Beijing | Copywriter |
| Ceci Li | Bbdo China Beijing | Ad |
| Zheng Chen | Bbdo China Beijing | Acd |
| Hilbert Chen | Bbdo China Beijing | Cd |
| Oscar Liang | Bbdo China Beijing | Gcd |
| Arthur Tsang | Bbdo China Beijing | Ecd-Beijing |
| Leong Wai Foong | Bbdo China | Ecd-Greater China |
We got 50,000 new fans in Weibo.com (Chinese Facebook), generates 42% target audience impressions and increase Snickers sales volume.
We took over clothes stores around Beijing where guys would be shopping for sports kit, with fake clothes and tags and ambient posters. The surprising garments humorously asked whether their choice of fake products was down to hunger leading to the Snickers' message "you're not you when you're hungry". So grab a snickers and get back to your old self!
China is well known globally for being the source of many low quality imitation and fake brands. Just like the hungry guy, they're often poorly put together and fall apart easily. That's why guys seen wearing these are often the source of ridicule and humiliation among their mates! So we asked ourselves, what if we could hijack fake garments to remind guys to satisfy their hunger?