Build Snickers as No.1 snack choice in the occasion of preparing exam in ChinaExamMiddle school studentsCampus students ParentsTalk-ability SalesYou are not you when you’re hungry
从品质生活到创造生活从兴趣追逐到原创表达从善良微光到大度表态从独而不孤到跨界盘活Data Resource：TencentYouth VolunteersFrom refined-life to create-lifeFrom chasing interests to generating contentFrom barely loglines to lively cross boundaryFrom kindly silence to generously speak out
212Questionnaire84Middle school students128Campus students 21focus group
StudySleepDreamStudy 16hSleep 8hRealitySleepstudyeathave fun!@#$%%$?...Study 8hEatSleepHavefun#@%?...
越到大考心越浪Wanna escape when the exam approaching
Strategy
骂街、唱歌、幽默、祈祷Rollo maySqualling, Singing, Teasing, PrayingShort escape is surely delightful, but too much hurts GPA
You‘re not you when you are hungrySweep HungerFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous way
Celebrities drive sales
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You‘re not you when you are hungrySalted FishMermaidFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous way
1、中景，学生复习备考正在紧张进行。Medium short: students are revising intensely.2、特写一个淌汗的咸鱼头人身的学生瘫在书桌上。Close short: a salted-fish head man is lying on the desk desperately.3、任由各种习题打击，各种无力的状态。He feels completely out of strength and all kinds of exercises books are hitting him.4、突然有一只手拿着士力架出现在镜头前Suddenly, one hand holding a SNK appears in front of the screen.5、镜头拉远，张一山微笑着对吴磊说：“饿货，来条士力架！”Zooming out: Zhang Yishan with smile said to Wu Lei “Hungry, have a SNK!” 6、咸鱼吃了一口，变成吴磊身的人鱼The salted-fish head guy has a bite, and transforming to Wu lei. TVC Storyboard
7、书桌上的课本里跃出几只锦鲤，外绕在吴磊身边，（预示考得好成绩）Many mermaids jumping out of the book, fly around Wu Lei (to show the good luck/score)8、吴磊甜甜一笑，奋笔疾书Wu lei smiles sweetly, and write swiftly.9、 “饿货，来条士力架，横扫饥饿，备考咸鱼变锦鲤”“Hungry, having a SNK, transforming to lucky mermaid”10、吴磊身的人鱼（上半身人下半身鱼）的锦鲤在张一山身边跳动畅游，追随张一山手中的士力架。Mermaid Wu lei chases after the SNK holding in Zhang Yishan’s hand, and playing around him.
You‘re not you when you are hungrySalted FishMermaidFull EnergyBack to yourself communicating in a fun and humorous waypassing fortunein humorous way你妈觉得你饿M o m a lw a y s s u p p o s e s y o u a r e h u n g r y小饥小饿A lit t le b it h u n g r y
1、家里的书桌上，张一山和吴磊正在聚精会神的微蹙眉头解一道题。A pile of books spreading on the desk, Zhang Yishanand Wu Lei are concentrating on one exercise. 2、砰，砰，砰，老妈开门进面带微笑，双手端着托盘，托盘里放着两瓶牛奶“Peng! Peng! Peng!”, Mom happily walking into t...
