SNICKERS - "Shazam your hunger"

BBDO Russia Group

BBDO Russia Group Moscow, Russia

Awards

2916

Brand: SNICKERS
Country: Russia

Advertiser: MARS

Title	Shazam your hunger
Agency	BBDO Russia Group
Campaign	Shazam your hunger
Advertiser	MARS
Brand	SNICKERS
Posted	November 2018
Business Sector	Retail, Distribution & Restaurants
Story	There are many ways of expressing hunger: from weirdness to wildness. Thanks to the popular Russian music band HLEB, the campaign broke new ground by releasing the same song in five different video genres – wild, weird, slow, gloomy and normal – each representing a hunger effect. The only way for users to experience the song’s five different versions was to Shazam the appropriate word on special Snickers bars. Later an interactive video allowed users to switch between the five clips, which were synchronized frame-to-frame. Hunger comes in many forms. And during this campaign a lot of them were expressed by popular Russian music band HLEB, who released the same song in five different video genres – wild, weird, slow, gloomy and normal. The only way for people to experience the song’s five different versions was to Shazam the appropriate word on special Snickers bars.
Story (original language)	There are many ways of expressing hunger: from weirdness to extreme wildness.Snickers launched a bright new tactical ‘Shazam your hunger’ campaign with slogan "who are you when you’re hungry?" and amusing “hunger-symptoms” written on the bars instead of ordinary “snickers”.Snickers offered young customers a unique way of discovering hotly-awaited music content, through the launch of a radical new music campaign.It was based on a single by the hugely popular russian music band HLEB. The campaign broke new ground by writing the same song in 5 different moods – WILD, WEIRD, SLOW, GLOOMY and normal – each representing a different experience of hunger and shot in a completely different musical genre. New videos’ release was announced straight on the bar’s packaging. The only way for users to experience the song’s five different versions of hunger was by Shazaming directly from the bar.Then we launched an interactive video on the separate landing page, where users could switch between our five clips synchronized frame-to-frame. Shooting of all 5 clips (normal, wild, glomy, weird, slow) was based on the motion control system - the camera had a certain route, which makes it possible to get a single-frame clip without cuts. This result allowed to create an interactive clip format: where users could switch between our five clips synchronized frame-to-frame. A separate interactive landing page was created for the interactive clip.The campaign was shared all over the place, generating masses of feedback, parodies, reaction videos and covers.
Media Type	Digital
Executive Creative Director	Alexey Fedorov
Managing Director	NATALIYA TSYGANOVA
Creative Group Head	NATALIA TEDDY
Art Director	Sofya Nadezhina
Copywriter	Kirill Tsytkin
Copywriter	KONSTANTIN BUSHMANOV
Digital Producer	TIM BARDOVSKY
Digital Producer	Yuriy Marin
Account Manager	Anastasia Vikulina
Account Executive	Yulia Nazarova
Digital Art Director	Andrey Krusanov
Digital copywriter	Denis Bykov