The NBA tunnel walk. It’s one of the most talked about moments in the league. Which is exactly why Snickers hijacked then-Toronto Raptor Delon Wright’s tunnel stroll for a viral stunt.

One day, Wright was photographed strutting through the tunnel while sporting an outrageously oversized suit. It was as if someone had taken over his body. Confused fans reacted online, with Raptors commentators questioning Wright’s fashion choice in the media.

However, the next day, the Raptors, Wright and Snickers posted a video revealing that the fashion faux pas was actually a hunger mistake and, after eating a Snickers, Wright was back to himself. BBDO’s fresh take on the brand’s “You’re Not You When You’re Hungry” platform helped it stand out in a sea of sponsors, generating 1.5 million unique engagements, with “Suit Swag” taking home a Bronze in Social Strategy.