Execution

The Snickers ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’has been a successful TV campaign worldwide, as well as in Japan. But the celebrity-heavy TV approach can be expensive. Our challenge was how to expand our presence outside of TV and find‘new news’about our well known campaign platform with limited budget. We opened a barbershop on the street of Omote-sando in Tokyo, hair saloon mecca. It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger. Young people visit the shop in this year-end party season, hoping to get an attention and become a topic of conversation. Haircuts are being done with no charge, but the customers are asked to upload the hairstyle onto SNS to spread the word.