Cannes Lions

The Snacker Hacker

SAATCHI & SAATCHI, London / KERRY FOODS / 2017

Awards:

1 Bronze Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

From TV to Anonymous, hacking is seen as the cool side of coding. Fridge Raiders leveraged this to create the world’s first live hacking adventure, which was secretly a classroom. Over 6 weeks players undertook 9 challenges, chasing down a Hacker. Each challenge was a lesson in disguise, co-built with Makers Academy, a leading EU coding schools. The adventure culminated in an epic showdown were fans used their new skills, to take the Hacker down. Only then was it revealed they had been trolled & were in fact learning the basics of Python, the coding language of choice in schools across the UK.

Execution

How do you capture the attention of the most distracted audience in the world, teenagers? We decided to create the world’s first YouTube blackout, taking down six of their biggest gaming superstars in the world at once. Their sixty million, now hysterical, fans where sent a breadcrumb trial of clues across the Internet. Once all clues were solved they landed on the Hacker’s lair, here is where the heart of the campaign began. Over six weeks, and nine challenges, fans attempted to unmask the Hacker. Secretly, each challenge was a coding lessons in disguise co created with Makers Academy, a leading EU school. Only then was it revealed they had been trolled & had in fact learnt the basics of Python, the coding language of choice in schools across the UK.

Outcome

Fridge Raiders used its purpose to take on the UK’s digital skills crisis, getting 1000s of teens powered up & coding. The campaign generated over 20M views (x5 greater than the UK teen population), attracted over 135,000 unique visitors and 77,000 coding lessons were undertaken (equivalent to 3,800 classrooms). Best of all the campaign was picked up and used in numerous schools across the country and helped one student secure full time employment as a coder. Who says school had to be boring!

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