Snickers Promo, Case study HUNGER ATTACK by BBDO Russia Group

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HUNGER ATTACK

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Industry Chocolate, Bars
Media Promo & PR, Case study
Market Russia
Agency BBDO Russia Group
Executive Creative Director Igor Lutz
Art Director Adrian Ely
Released January 2012

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MARS
Product/Service: SNICKERS
Agency: BBDO RUSSIA GROUP
Executive Creative Director: Igor Lutz (BBDO Russia Group)
Creative Director: Adrian Ely (BBDO Russia Group)
Writer: Adrian Docea (BBDO Russia Group)
Art Director: Adrian Ely (BBDO Russia Group)
Account Director: Irina Grase (BBDO Russia Group)
Account Manager: Vladimir Pervozvansky (BBDO Russia Group)
Media placement: Ambient - Everything that was wrong on Moscow streets - 1st of April 2012

Insights, Strategy & the Idea
Snickers ‘You’re not you when you’re hungry’ TV campaign achieved the highest worldwide recognition for creativity and effectiveness; but never successfully travelled to other media. Moscow 2012: the 15 million people metropolis sets the trends for the entire country – it was our #1 priority to make a visible impact here. As most of our budget was locked in TV GRPs, it was important to do it on low-budget.

Unpredictability is part of Moscow’s charm: the big city’s economy is booming, the city is changing from one day to another. Unpredictability is what makes Moscow fascinating but also an infinite source of stupid, paradoxical, risky or simply upside-down situations: irresponsible parking, territorial stray dogs, well-dressed people drunk on the sidewalk, electric wires hanging above pools of water. It was time for someone to finally give the decent, exasperated Muscovite citizen a tool to make their voice heard.

Creative Execution
The ‘Snickers effect’ was already famous from TV ads: when someone was hungry and behaved strangely, Snickers helped sort them out to return to their former selves. But how can you make such a specific TV construct travel to real life?

The idea was inspired from the product itself: in the manufacturing process, Snickers wrappers come in meters-long plastic rolls; we took those rolls and, instead of printing the regular Snickers pack design, we wrote “Snickers / Hunger Attack” on a yellow background, a design similar to what police use when they mark a crime scene. We printed hundreds of meters of yellow plastic tape and gave them away to civic groups in Moscow, simply asking our young volunteer friends to start marking with “Hunger Attack” everything they thought was wrong on Moscow streets. The victims of hunger were now exposed and made public.

Results and Effectiveness
The campaign was highly effective for 2 reasons:

1. low costs: the campaign was literally ‘made with Snickers’ – using the actual material Snickers wrappers were made of. The idea appealed to civic groups, volunteers were planting our message without any financial compensation.
2. the buzz effect: the yellow rolls became so popular that those involved got requests for more tape from their friends and their friends’ friends. Snickers gave open-minded young Muscovites a voice, a chance to make a bold statement and punish acts of civic misbehaviour.