| Title | WRONG WORLD FINALS |
| Brand | MARS WRIGLEY CONFECTIONERY |
| Product / Service | SNICKERS |
| Category | G02. Illustration |
| Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Idea Creation | BBDO GUERRERO Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| David Guerrero | BBDO Guerrero | Creative Chairman |
| Federico Fanti | BBDO Guerrero | Executive Creative Director |
| Rachel Yulo | BBDO Guerrero | Creative Director |
| Liz Castañeda | BBDO Guerrero | Creative Director |
| Bern Cordora | BBDO Guerrero | Art Director |
| Caleb Cosico | BBDO Guerrero | Art Director |
| Trisha Tobias | BBDO Guerrero | Designer |
| Trisha Salonga | BBDO Guerrero | Art Director |
| Michelle Edu | BBDO Guerrero | Associate Creative Director |
| Michelle Co | BBDO Guerrero | Art Director |
| Franco Villaflor | BBDO Guerrero | Designer |
| Gab Garcia | BBDO Guerrero | Designer |
| Nico Zapanta | BBDO Guerrero | Associate Creative Director |
| Chico Javier | BBDO Guerrero | Art Director |
| Miel Soneja | BBDO Guerrero | Art Director |
| Nikki Sunga | BBDO Guerrero | Associate Creative Director |
| Manuel Villafania | BBDO Guerrero | Creative Director |
| Karen Go | BBDO Guerrero | Client Service Director |
| Liezl Villamor | BBDO Guerrero | Account Director |
| Regie Ucang | BBDO Guerrero | Senior Account Manager |
| Al Salvador | BBDO Guerrero | Creative Services Director |
| Vilma Magsino | BBDO Guerrero | Final Artist |
| Jomar Marasigan | BBDO Guerrero | Final Artist |
| Cielo Laforteza | BBDO Guerrero | Traffic |
We noticed a lot of typographical errors in the use of World Cup’s official hashtag. We found tons of posts tagged with everything from #WorldCapFinals to #WorldCopFinals. So we created the 'Wrong World Finals' and turned these wrong tags into posters of other finals, released on the week of the World Cup finals. Communicating one simple message: You might watch the wrong match when you're hungry.
We created a series of promotional posters for the Wrong World Finals jumping off from the wrong hashtags we found online. These were released during finals week. We hijacked trending World Cup topics on social media by tagging shared posters with all relevant World Cup hashtags. Each poster used different styles and mediums to visually show our interpretation of these Wrong World Finals. We also placed posters in underground passes and sports bars to remind people not to watch the wrong match hungry.
The campaign was quickly picked up by international sports and news sites—including Campaign Asia-Pacific—who give their own Wrong World Finals suggestions. This attention resulted in a PR reach of 558k fans in just three days. This gave the brand 81% higher organic reach versus the average of all paid posts over the last 5 months.