The Problem

Snickers, Twix and Mars were launching a new format designed to do one very simple thing:

Split.

A product demonstration was necessary.

A boring product demonstration wasn't.

The Shift

If splitting the bar is the product benefit, don't demonstrate it like a product benefit.

Turn it into a lost martial art.

The Idea

A straight-faced Kung Fu epic in which an ancient master teaches his students the sacred technique of splitting a Snickers Stix with his bare hands.

Then one student reveals that the old master might have something new to learn himself.

Part product demo. Part martial arts movie. Part 36 Chambers.

Mr Miyagi meets Wu-Tang in the confectionery aisle.

Word spread throught the DOJO

Created for Snickers Stix, Twix Stix and Mars Stix, the campaign launched in Germany in 2016 and travelled well beyond it, earning international attention from advertising and creative press including Ads of the World, Horizont and Coloribus.

The better ending is the work itself:

We turned breaking a chocolate bar in half into an ancient martial art.

Hopefully Wu-Tang, Mr Miyagi and every Shaolin ninja would approve.

Enter the 36 Chambers. Killer bees on the swarm.