Delon Wright and BBDO Canada Made a Fashion Faux Pas to Sell More Snickers

By Patrick Coffee 

Sports fans everywhere remember the NBA’s 2003 draft class … specifically, their suits.

Delon Wright, who was just traded from the Raptors to the Grizzlies, remembers that moment well. And he recently replayed that moment in Big Suit history while walking through the tunnel to the locker room for one of his final games as a Raptor.

Sports media didn’t really get it—and we wouldn’t have either—but the whole thing apparently blew up before everyone realized that it was a stunt… to sell Snickers.

The press release claims 15 million impressions preceded this short reveal the following day:

From BBDO Toronto CCO Denise Rossetto: “The tunnel walk has become a red carpet for NBA players. It gets covered and talked about almost as much as the game itself, but we’d never seen a brand inject itself into this moment. We say this was a perfect opportunity for Snickers.”

The agency came up with the idea, which was then executed with FleishmanHillard HighRoad on social media and MediaCom on paid placements.

CREDITS

Agency: BBDO Toronto
Client: Snickers

Chief Creative Officer: Denise Rossetto, Todd Mackie
VP, Associated Creative Director: Derek Blais
Associated 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
Producer: Paul Fler
Editor: Jeremy Sedge

Media Agency: MediaCom
Social Media: FleishmanHillard HighRoad
Production: Flare
Post Production: Ricochet
Partnership: MLSE

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