2022 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

A highly dedicated employee arrives hurriedly at work in the early hours. With a brisk step, he is set to carpe the diem, climb the corporate ladder. But when he gets to the office, he realizes that nobody is around. The place is empty. An announcer asks: Confused about the new weekend? Grab a Snickers.

Cultural / Context information for the jury

When the UAE, at the end of 2021, made the announcement that the weekend is to change from Friday and Saturday to Saturday and Sunday, confusion was nationwide. This was a job for Snickers. Being a brand known to help people with their confusion, we figured, well, this could simply be a case of confusion derived from hunger. And so, we set out to help UAE residents navigate these confusing times through our campaign with a number of integrated pieces.

Script. Provide the full to radio/audio script in English.

Today’s the day. You wake up at six thirty AM. Do an extra three pushups at gym. You wear your special eau de toilette – the one you had to ask how to pronounce. You recite the presentation… twice and add a quote at the end. Even a thank you slide. You power pose in the lift – flex. Finger gun the barista. You twirl into work only to be greeted by the deafening silence of a reminder that it is in fact not a workday. Confused about the new weekend? Get a Snickers.

Please tell us how the work was designed / adapted for a single country / region / market.

This campaign is as single country specific as it gets: the UAE had announced a change in the weekend days, and Snickers directly addressed UAE residents with its message.