Snickers: MENS POWER GENERATION

Credits & Description:

Category: Corporate Responsibility

Advertiser: MARS JAPAN

Product/Service: SNICKERS

Agency: I&S BBDO

Creative Director/Planner: Masaki Honda (I/S BBDO)

Planner: Douta Kawai (I/S BBDO)

Planner: Sei Sugiyama (I/S BBDO)

Event Planner: Shun Ajiki (I/S BBDO)

Web Planner: Hiroshi Kojima (Proximity Japan)

Production Company: (Niban-Kohboh Production)

Producer: Kanou Ishikawa (Niban-Kohboh Production)

Producer: Kousuke Kumakura (Niban-Kohboh Production)

Director: Masaki Furukawa (Niban-Kohboh Production)

Manager: Yoshitomo Yao (Niban-Kohboh Production)

Media placement: Event - Shibuya - 21 December 2011



Summary of the Campaign

March 11, 2011. A massive earthquake followed by a devastating tsunami slammed the Tohoku area of northern Japan.

Following the Fukushima Nuclear plant meltdown almost every Nuclear power plant in Japan stopped. There was a possibility that we would lose 1/4 of our electric power.



We developed an alternative energy source - a source of energy that often goes wasted: 'The Power of Men' - and Snickers is man fuel, fuel for men to do their best. We created a power-generating bike that can light up a Christmas tree.

We looked for men who can ride them, and sent the tree as a gift to temporary housing in the disaster area.



The Situation

March 11, 2011. A massive earthquake followed by a devastating tsunami slam the Tohoku area of northern Japan.

Following the Fukushima Nuclear plant meltdown almost every Nuclear power plant in Japan stopped. There was a possibility, we would lose 1/4 of our electric power.



The Goal

The Brand wanted to help the disaster area in north-eastern Japan.



The Strategy

- Utilize The Power of Men - a source of energy that often goes wasted;

- Use that power to make life better.



Snickers is man fuel, fuel for men to do their best.



Execution

We created a power-generating bike that can light up a Christmas tree.

We looked for men who can ride them, and sent the tree as a gift to temporary housing in the disaster area.



Documented Results

- 200 young male volunteer generated 332.41 w/h, which lit up Christmas trees in 2 temporary housing areas during whole Christmas season;

- 2,000 favorable tweets about the project and brand.