| Kinsale Sharks Awards, 2015 | ||
|---|---|---|
| Integrated | International Integrated Campaign - Best campaign using 3 or more media formats | Bronze Winner |
| LIA (London International Awards), 2015 | ||
| Integration | Multimedia Campaign | Bronze Winner |
Agency: BBDO New York
Name of brand being promoted: Mars Chocolate North America
Name of company entering the work: BBDO New York
Name of product being promoted: Snickers
Country of entrant company: United States of America
Agency Network: BBDO
Creative Director: David Lubars (Chief Creative Officer BBDO Worldwide), Greg Hahn (Chief Creative Officer BBDO New York), Peter Kain/Gianfranco Arena (Executive Creative Directors)
Art Director: Sei Rey Ho
Copywriter: Rich Douek
Account Manager: Kirsten Flanik/Susannah Keller/Joshua Steinman/Tani Corbacho/Jocelyn Choi (Account Team) Crystal Rix/Alaina Crystal (Planners)
Agency Producer: David Rolfe (Director of Integrated Production) Amy Wertheimer (Group Executive Producer) Melissa Chester (Executive Music Producer) Neely Lisk (Senior Integrated Producer)
Production Company: Decon/O Positive
Director: Jim Jenkins/Marcus A. Clarke
Production Company Producer: Ralph Laucella/Marc Grill (Executive Producers)
Editor: Geoff Hounsel, Healy Snow (Assistant Editor)
Visual Effects: The Mill
Music: Q Department
Photographer: Billy Siegrist
Print Producer: Betsy Jablow (Executive Art Producer)
URL 1: http://kinsalesharks.com
Other: Kirsten Thon-Webb (Editorial Producer), Tom Jucarone (Sound Mixer @ Sound Lounge), Ben Smith (Creative Director @ The Mill), Nick Tanner (VFX Supervisor @ The Mill)
Description of the Project:
Our challenge was to give new life to our successful but five-year-old Snickers campaign, “You’re not you when you’re hungry,” with an idea that would earn the brand an unfair share of attention and accolades for the 2015 Super Bowl.
In America, the Super Bowl is the one day of the year when brands often stray far from their core messages and simply try to outdo each other to earn laughs or tears. It is also a stage that rewards novelty, and similarly can punish an idea that doesn’t feel new and fresh. But unlike many Super Bowl advertisers, Snickers needed a commercial that would last more than one night—it needed to be relevant and effective all year long. We didn’t have the luxury to take the day off from our campaign, so we needed to bring novelty and talk value within the constraints of what’s been successful for us since 2010.
Our solution was to innovate within the familiar campaign structure. So our commercial tells the story of a hungry person represented by a celebrity, but it is set within an episode of the classic American sitcom “The Brady Bunch”.
The results of the spot and the supporting executions exceeded our expectations – the spot was the #2 most shared ad of the game, and it generated media coverage that was 100% positive or neutral, as well as over 1.8 billion impressions.