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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Kwun Tong, Hong Kong

‘Opening Good Times’ Delivers Surprises to Front Doors

Leo Burnett Hong Kong celebrates Calbee’s 20 years with activation stunt

Calbee’s “Opening Good Times,” GPC Rating: 7.0

Calbee, Hong Kong’s leading snack brand, wanted to find a way to celebrate its 20th anniversary, all while building on the brand’s success. With that in mind, the folks at Leo Burnett Hong Kong created “20 Years of Opening Good Times with Calbee,” a special activation that aimed to show the brand brings people sheer joy just from opening a bag.

How could this idea be expressed? The agency teamed up with express delivery companies to create oversized packaging bags for their shipments. The twist? Each packaging bag resembled a giant bag of Calbee. So when people opened the doctored package, it was as if they were tearing into a bag of snacks. Now, the joy of opening a much-anticipated package is associated with the joy of opening a bag of Calbee snacks.

The brand stunt had corresponding online components that documented the deliveries. Each film perfectly captured the anticipation, excitement and pure delight of opening a bag of Calbee snacks.

The GPC deemed the agency’s work as a brilliant activation stunt, constructed around a lovely insight about the joy Calbee products bring to people, the very moment they open them. The campaign resulted in massive amount of free PR and widespread media coverage.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.