The Olympics is always a huge moment for marketers, especially when it is in the home country. But during the height of Olympic fever, how can a brand stand out from the standard athlete-endorsement clutter? And if we pick a single event, or athlete, does that limit our relevance across the whole games? So, we looked at what is a constant at any winter sport, and instead of just a TVC, we build a world where Snickers can play a hero. Emergency medical and safety teams are always present at winter sports events, but none of these take care of sport's most dangerous adversary...HUNGER.

Introducing Snickers Hunger Squad, an emergency support team led by heartthrob, Jackson Wang, to deliver Snickers to hungry sports people through the Winter Games.

Launched across different media formats as a trailer to a movie, we hijacked the most popular winter sports events (by data) with real time placement of Hunger Squad stories to drive relevance. 

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• 7.3 billion impressions.

• 9.1 million engagements.

• Weibo hot search ranked #1.