The Snickers Play Hungry, But Not Literally Hungry Integrated Campaign by BBDO New York for Snickers

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The Snickers Play Hungry, But Not Literally Hungry Integrated Campaign

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Industry Bars
Media Case study
Market United States
Agency BBDO New York
Director Ted Pauly
Art Director Jason Stefanik
Copywriter Alex Taylor
Designer Justin Coombs
Photographer Bill Frakes
Editor Jj Lask
Production Furlined
Released May 2012

Awards

Kinsale Shark Advertising Festival 2012
INTEGRATED BEST CAMPAIGN USING 3 OR MORE DIFFERENT MEDIA TYPES SILVER

Credits & Description

Entrant: BBDO New York, New York
Snickers
"The Snickers Play Hungry, But Not Literally Hungry
Integrated Campaign"
Corporate Name of Client: Mars Chocolate North America
Senior Creative Directors: Peter Kain/Gianfranco Arena
Agency: BBDO New York, New York
Chief Creative Officer: David Lubars
Integrated Group Creative Directors: Larry Corwin/ Ricardo Landim
Copywriter: Alex Taylor
Art Director: Jason Stefanik
Director of Music/Radio Production: Rani Vaz
Agency Producers: Hyatt Choate/Tyler Doshier
Designer: Justin Coombs
Photographer: Bill Frakes
Production Company: Furlined
Director: Ted Pauly
Director of Photography: Jaron Presant
Post-Production Company: Brand Name
Editing Facility: P.S. 260
Editor: JJ Lask
Retoucher: Steve Lakeman
Art Buyer: Betsy Jablow
Description of the Project
In the year since we launched “You’re not you when you’re hungry,” it has become an iconic campaign for Snickers. This year, to extend the campaign idea into Snickers’ NFL sponsorship, our challenge was to remind football fans that Snickers is the solution when hunger knocks you off your game.
In a 1993 Thanksgiving football game, Dallas player Leon Lett touched a ball that he shouldn’t have, following a blocked kick. It led to a devastating loss. We revisited the famous play, shooting a mockumentary that blended real NFL Films footage with interviews from various “witnesses.” In the film, a hungry Leon admits he imagined the ball was a Snickers, and the rest was (revised) history.
Viewers were prompted to weigh the evidence and “forgive Leon” for what happened that day. A Forgive-Meter counted votes, promising that if we reached 25,000, Leon would be honored at this year’s Thanksgiving game.