Product / ServiceSNICKERS
CategoryA02. Ambient media: small scale (incl. premiums and giveaways)
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN


Name Company Position
Yoshihisa Ogata I/S BBDO Exective Creative Director
Masaki Honda I/S BBDO Creative Director
Sei Sugiyama I/S BBDO Art Director/Planner
Tatsuro Kumaki I/S BBDO Planner

The Brief

The FIFA World Cup comes once every four years. Snickers wasn't an official sponsor, but still wanted to boost an excitement of Japanese youth for the World Cup, in an entertaining way.

Creative Execution

Young males are main target of Snickers and the brand wanted to be a part of this big event for them once in a 4 years.

Describe the creative solution to the brief/objective.

We changed our name from "SNICKERS" to "SOCCERS" by just changing three letters. We took advantage of Snickers' brand colours matching Japan's national soccer team's colours.


We captured the attention of an excited nation. Fans shared the package and social media also spread the news. - 2,7500,000 media impressions - sales +10% during the campaign period - The campaign cost was ¥0