WHAT’S UP WITH MARCIA?
CLIENT
SNICKERS
AGENCY
BBDO
STARCOM
MARKET
NEW YORK CITY
WALLS
1
As a teaser for Snickers’ Super Bowl Campaign, Colossal mysteriously transformed a hand painted portrait of Marcia Brady into Danny Trejo over the course of two weeks. The evolving wall began turning heads long before the corresponding commercial rolled out as intrigued New Yorkers began posting tagged #WhatsUpWithMarcia photos.
The teaser was so epic that Snickers snagged an Obie Award for best OOH campaign. Mars’ Senior Brand Director discussed the success of the collaboration in her panel at the Ad Club’s annual Media Innovation Day.
“The mural rapidly took off on social after posts from heavy-hitting fans like Behance and Danny Trejo himself, and quickly became a media darling with attention from Daily Mail, AdWeek, Agency Spy, and Inspiration Room.”
1,500,000
TOTAL CAMPAIGN OUT
OF HOME REACH
10,200,000
TOTAL CAMPAIGN
SOCIAL REACH
6,900,000
#WHATSUPWITHMARCIA
TWITTER VIEWS
HUNGERLAPSE
The entire production process was filmed and turned it into a one minute timelapse. The video received over 1.5 million views on the SnickersBrand YouTube channel.
