2016 One Show China Youth Creative Competition
SNICKERS' Advertising Innovation
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One Show China Youth Creative Competition is part of The One Club for Art & Copy Inter- national Student Creative Competition, it is a creative competition in China that mainly for Chinese youth creative people. The topics of One Show Youth Creative Competition are come from actual marketing needs of those big brand in China.
As SNICKERS global big idea is “you are not you when you’re hungry”, they hope that through our creativity, the big idea of SNICKERS can link up with the feelings and experience of student prepare for the exam and participate in the exam. Let SNICKERS become the first brand they will think of when they ready for the exams or when they participate in the exam.
Analysis
Most of the teenagers aged 16 to 23 are facing academic and examination pressures. They may become frenzied as they have to keep preparing the exams as well as dealing with other difficul- ties. This is probably not what they want to be. However, even they are suffering from hunger, cold and tiredness, they still need to fight for the exams.
Candidates will lose all their energy eventually if they keep practicing for the exams like this. With hunger and tiredness, it will become harder for them to reach their goals. So, we want you to eat SNICKERS AND STOP PREPARING FOR THE EXAM!
Target Audience: Students.
Media Format: A presentation video.
“You can have full energy to TAKE A REST if you eat SNICKERS when you prepare for your exam!”
「來一條士力架，認真地休息!」
Those candidates who think that “No one is noble but me!”, who are elite, and who “prepare the exam that neglect sleep and forget about food thus will become an immortal “ are our target audience.
We will stop those above candidates from continuing to study for the exam! We hope that they can eat SNICKERS to add energy, not for their preparation but can take a good rest. Therefore, they will full of “ENERGY” after they take a break, and can continue for their preparation!
We will stop those above candidates from continuing to study for the exam! We hope that they can eat SNICKERS to add energy, not for their preparation but can take a good rest. Therefore, they will full of “ENERGY” after they take a break, and can continue for their preparation!
Presentation video of a Interactive Event
Mobile App
We designed a interactive event for those candidates to play and make them stop continuing to study for the exam. When candi- dates unpack SNICKERS and eat, they will discover a note inside the chocolate bar. Behind the note, there is a way to download the app for the event. Candidates can scan the QR code and download it!
We thought it is critical to let those candidates leave the books to stop the study, so we designed this interactive event is required candidates leave their seat and walk around. And in the case of a long time to sit down and study, it is helpful to do some exercise.
We designed a interactive event for those candidates to play and make them stop continuing to study for the exam. When candi- dates unpack SNICKERS and eat, they will discover a note inside the chocolate bar. Behind the note, there is a way to download the app for the event. Candidates can scan the QR code and download it!
We thought it is critical to let those candidates leave the books to stop the study, so we designed this interactive event is required candidates leave their seat and walk around. And in the case of a long time to sit down and study, it is helpful to do some exercise.
After candidate open the app, SNICKMAP will lead you to the nearest SNICK REST SPOT. It will be somewhere in the school, for example, if it leads you to the medical room, it may need you to sleep immediately, also may lead you to toilet or playground etc. When candidate arrived, the app will appear “Let’s be your own-self!”.
This event can let candidates relax, let them have a short escape but not studying for the whole day. And let SNICKERS make your exam eve full of laughter!
This event can let candidates relax, let them have a short escape but not studying for the whole day. And let SNICKERS make your exam eve full of laughter!
“Take Rest Seriously!” TVC
The story is about a group of students who have been learning like a robot. They always working hard and paying full attention to lectures. But there is a boy who doesn’t listen carefully to the teacher. He always doing what he likes to do. Once, the teacher asked the class a question that the answer is never taught in books, the boy can answer it while those students who always work- ing hard like robots cannot.
The message that we want to bring out is “knowledge is like an endless sea”. You won’t be able to learn them all even you have worked so hard. It is not about how much effort you give to achieve the goals. Therefore, It is better to relax and learn to face problems with a easy-going attitude. The results may be better than you think.
The story is about a group of students who have been learning like a robot. They always working hard and paying full attention to lectures. But there is a boy who doesn’t listen carefully to the teacher. He always doing what he likes to do. Once, the teacher asked the class a question that the answer is never taught in books, the boy can answer it while those students who always work- ing hard like robots cannot.
The message that we want to bring out is “knowledge is like an endless sea”. You won’t be able to learn them all even you have worked so hard. It is not about how much effort you give to achieve the goals. Therefore, It is better to relax and learn to face problems with a easy-going attitude. The results may be better than you think.
Print Ad
These three new poems in the posters are the Chinese ancient famous poems that we adapt- ed from. We have adapted the ancient Chinese poems into the theme of SNICKERS and exam, just like candidates adapted for fun when they do not want to keep studying.
The purpose of these posters not only want to at- tract candidates and hope they will forward it to others, but also hope that they can be resonate from these poster, just laugh it off and relax.
These three new poems in the posters are the Chinese ancient famous poems that we adapt- ed from. We have adapted the ancient Chinese poems into the theme of SNICKERS and exam, just like candidates adapted for fun when they do not want to keep studying.
The purpose of these posters not only want to at- tract candidates and hope they will forward it to others, but also hope that they can be resonate from these poster, just laugh it off and relax.
