Snickers: Hungry Barber

Credits & Description:

Client: MARS JAPAN
Product: SNICKERS
Product/Service: SNICKERS
Advertising Agency: I&S BBDO Tokyo, JAPAN
Production Company: FRONTIER INTERNATIONAL Tokyo, JAPAN
Exective Creative Director: Yoshihisa Ogata (I&S BBDO)
Creative Director: Masaki Honda (I&S BBDO)
Art Director: Sei Sugiyama (I&S BBDO)
Planner: Tatsuro Kumaki (I&S BBDO)
Planner: Dota Kawai (I&S BBDO)
Producer: Kyohei Morita (FRONTIER INTERNATIONAL)
PR Producer: Naoyuki Nakagawa (Platinum Inc.)
Producer: Makoto Aoki (Niban Kohboh)
Director: Yoshitomo Yao (Niban Kohboh)
Event team: Nobuo Hayakawa (Calypso)
Event team: Mc Boo (Kb.jp)
Description of Ambient execution:
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It looks like an usual barbershop, but only offers strange and out-of-date hair styles by barbers not their usual selves due to hunger.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.