Digital Craft > Form

WRONG WORLD FINALS

BBDO GUERRERO, Makati City / MARS / 2019

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Describe the creative idea

Snickers needed agile digital posts to join in on the online hype surrounding the World Cup. The problem was the brand wasn't allowed to mention 'World Cup' without an official sponsorship. At the same time, Snickers picked up on users committing a lot of typographical errors in their official hashtags, from #WorldCapFinals, to #WorldCopFinals. The brand took advantage of this, using every hashtag that sounded like 'World Cup', and cleverly created the 'Wrong World Finals'. Communicating one simple message: You watch the wrong match when you're hungry.

Describe the execution

The brand created a series of promotional posts for the Wrong World Finals jumping off from the wrong hashtags found online. These were released during finals week. Snickers hijacked trending World Cup topics on social media by tagging shared posters with all relevant World Cup hashtags. To keep users engaged, the brand invited them to suggest their own ‘Wrong World Final’ and responded to them over the course of finals week with customized posters and GIFs of their suggestions.

Each poster made used different styles and mediums to visually show our interpretation of each Wrong World Final. Aside from being released online, Snickers also placed posters in underground passes and sports bars to remind people not to watch the wrong match hungry.

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