2020 Winner

CASE SUMMARY

The Toronto Raptors’ much-talked-about NBA tunnel walk was one of the few moments that hadn’t been branded by the team’s many sponsors, creating an opportunity for Mars Wrigley to pull off a stand-out stunt with Snickers. The brand had then-Toronto Raptor Delon Wright stroll through the tunnel wearing an outrageously ill-fitting suit. Within moments, the suit took on a life of its own, becoming the subject of internet chatter and memes. The next day, with the country’s interest piqued, Wright revealed the fashion faux pas was caused by hunger. Of course, after eating a Snickers bar, he was back to himself. By taking a new approach to the “You’re Not You When You’re Hungry” platform, BBDO generated 1.5 million unique engagements.

Credits

Creative Agency: BBDO Toronto
Chief Creative Officer: Denise Rossetto, Todd Mackie
VP, Associate Creative Director: Derek Blais
Associate Creative Director: Rana Chatterjee, Jeff Cheung
Copywriter: London Choi
VP, Group Account Director: Stephanie Page
Account Director: Stephanie Martins
Account Supervisor: Sydney Starke
VP, Planning: Tom Kenny
Digital Strategist: Courtney Dionne
Editor: Jeremy Sedge
Music & Sound: Mike Rosnick

Production: Flare BBDO
Executive Producer: Dave Lembke
Producer: Paul Fler
DOP: TJ Derry
Stills Photographer: Hayden Currie

Client: Mars Wrigley Canada
VP Marketing: Diana Frost
Brand Manager: Kurtis Wong
Director, Corporate Affairs: Michelle Lefler

Media Agency: MediaCom
Partnerships Manager: Brian Keefe Associate Director: Amanda Hill
Account Director: Erin Edwards
Account Manager: Stephanie Landicho Media Executive: Maria Lee

Social Media: FleishmanHillard HighRoad
Senior Vice President & Partner: Adrienne Connell
Vice President: Lauren Grant
Account Coordinator: Jesica Mikkila
Account Coordinator: Christian Ferreira
Intern: Brad Farndon
Account Executive: Miranda Nero

Partnership: MLSE
Manager Global
Partnerships: Andrew Hardaker
Strategist, Global Partnerships: Morgan Todd
Digital Supervisor: Graham Latchford