| Title | HUNGRY BARBER |
| Brand | MARS JAPAN |
| Product / Service | SNICKERS |
| Category | A06. Events & Experiential (incl. stunts) |
| 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 It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger.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.
Our challenge was how to expand our presence outside of TV and find ‘new news’ about our well known campaign platform with limited budget.
The $80,000 pop-up store gained over 500 free media exposures and generated ＄3 million in earned media. It finished up with an ROI of $40 earned media value for every $1 spent and succeed to deliver the brand message in a unique & effective way. We successfully created a new dimension for our campaign.
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 It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger.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.
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. We needed to find new ways to bring our campaign to life outside of expensive mass media.
Our target audience are young males who love jokes, so we decided to create an event that brought the campaign idea into the real world, and gave it surprising.