Eurobest

SNICKERS HUNGRY REMIX

BBDO RUSSIA GROUP, Moscow / MARS / 2017

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Overview

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Credits

Overview

Background

OUR OBJECTIVE WAS TO EXPLAIN THAT THERE ARE MANY WAYS OF EXPRESSING HUNGER: FROM WEIRDNESS TO EXTREME WILDNESS IN A VERY ENTERTAINING WAY, AND THAT EVEN CELEBRITIES ARE VULNERABLE TO IT.

Execution

1. USING SHAZAM, WE ANNOUNCED THE RELEASE OF NEW VIDEOS STRAIGHT ON THE PACKAGING. BEFORE THE RELEASE OF THE INTERACTIVE CLIP BY THE HLEB BAND, USERS HAD A CHANCE TO WATCH 5 EXCLUSIVE VIDEOS ON YOUTUBE USING SHAZAM PHOTO AMPLIFICATION BY POINTING THEIR MOBILE CAMERA AT SNICKERS. EACH TRAIT MENTIONED ON THE BAR CORRELATED WITH A SPECIFIC VIDEO. PROMO POSTS IN SOCIAL NETWORKS ANNOUNCED THIS MECHANICS.

2. THEN WE LAUNCHED AN INTERACTIVE VIDEO ON A SEPARATE LANDING PAGE (HTTP://HLEB.BAND/), WHERE USERS COULD SWITCH BETWEEN OUR FIVE CLIPS SYNCHRONIZED FRAME-TO-FRAME. THE CLIPS (NORMAL, WILD, GLOOMY, WEIRD, SLOW) WERE SHOT BASED ON THE MOTION CONTROL SYSTEM — THE CAMERA HAD A CERTAIN ROUTE ENABLING A SINGLE-FRAME CLIP WITHOUT CUTS. THIS RESULT ALLOWED TO CREATE AN INTERACTIVE FORMAT, GIVING USERS AN OPPORTUNITY TO SWITCH BETWEEN OUR FIVE CLIPS SYNCHRONIZED FRAME-TO-FRAME. THE VIDEO WAS ALSO SUPPORTED BY VK PROMOTED POSTS. FRAME-TO-FRAME.

Similar Campaigns

12 items

Shortlisted Eurobest
1st Grrrade

BBDO RUSSIA GROUP, Moscow

1st Grrrade

2017, MARS

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