AWARDS :

FINALIST

SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

BBDO, HONG KONG

ENTRY TITLE :

HUNGRY SLIP UPS: “WHAT’S YOUR SURNAME, MR CHAN?”

BRAND :

SNICKERS

ADVERTISER :

MARS FOOD INC.

AGENCY :

BBDO HONG KONG, HONG KONG

MANAGING DIRECTOR :

JC CATIBOG

EXECUTIVE CREATIVE DIRECTOR :

KEVIN LYNCH

ART DIRECTOR :

TERI NG

STRATEGIC PLANNING DIRECTOR :

OWEN SMITH

CULTURAL CONTEXT EXPLANATION :

HONG KONG IS ONE OF THE MORE ‘PUBLIC MISTAKE’ CRAZED MARKETS AROUND, AS PEOPLE LOVE TO DISCUSS WHEN PUBLIC FIGURES MAKE MISTAKES OR GET CAUGHT IN EMBARRASSING SITUATIONS. IN FACT, THERE ARE FAMOUS ‘SLIP UPS’ FROM CELEBRITIES, NEWS ANCHORS AND POLITICIANS THAT ARE PART OF THE COLLECTIVE MEMORY IN HONG KONG AND CAN BE RECALLED BY NEARLY EVERYONE. THESE MISTAKES USUALLY BECOME VIRAL HITS AND EVERYONE TENDS TO REMEMBER THEM LONG AFTER THEY’VE HAPPENED – CONTINUING TO DISCUSS, SHARE, LAUGH ABOUT, AND RE-ENACT THE MORE FAMOUS BLOOPERS. EVERYONE SEES THE SLIP-UPS, BUT NO ONE SEES WHY. SO AS NEW SLIP-UPS OCCURRED, WE QUICKLY RELEASED NEW POSTERS ATTRIBUTING THEM TO HUNGER, TO BRING OUR “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” IDEA TO LIFE IN HONG KONG.