The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Direct Marketing

One for Two

Agency BBDO / New York + JHFProductions + WorldWarSeven

Client Mars Chocolate North America - Snickers
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Annual ID

OS_DI19068M

About the Work

In a year without their traditional Super Bowl buy, SNICKERS set out to generate cultural relevance with other attention-grabbing activations. One of these was an E-Coupon that only a hungry person would fall for: “one SNICKERS bar for the price of two.” We posted this less-than-ideal offer where similar deceptive offers run rampant - display media and paid social. But we didn’t take advantage of those who weren’t thinking clearly and clicked through, instead we sat them down for a heart-to-heart with a compassionate life coach. After expressing his concern for their well-being, he offered them a better deal on SNICKERS to ensure that this situation doesn’t happen again. With a reach that far outpaced its modest budget, SNICKERS proved once again that hunger has consequences, and that the internet is no place to be when you’re hungry.