Title | HUNGRY BARBER |
Brand | MARS JAPAN |
Product / Service | SNICKERS |
Category | D03. Special Build |
Entrant | I&S BBDO Tokyo, JAPAN |
Entrant Company | I&S BBDO Tokyo, JAPAN |
Advertising Agency | I&S BBDO Tokyo, JAPAN |
Production Company | FRONTIER INTERNATIONAL 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 |
Tatsuro Kumaki | I&S BBDO | Planner |
Dota Kawai | I&S BBDO | Planner |
Kyohei Morita | FRONTIER INTERNATIONAL | Producer |
Naoyuki Nakagawa | Platinum Inc. | PR Producer |
Makoto Aoki | Niban Kohboh | Producer |
Yoshitomo Yao | Niban Kohboh | Director |
Nobuo Hayakawa | Calypso | Event team |
Mc Boo | Kb.jp | Event team |
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 It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger.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.