YOU'RE NOT YOU WHEN YOU'RE HUNGRY by Proximity Germany for Snickers

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YOU'RE NOT YOU WHEN YOU'RE HUNGRY

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Industry Chocolate
Media Design & Branding
Market Germany
Agency Proximity Germany
Art Director Achim Metzdorf
Copywriter Sebastian Steller
Released August 2010

Credits & Description

Category: Illustration
Advertiser: MARS
Product/Service: SNICKERS
Agency: BBDO PROXIMITY
Date of First Appearance: Aug 27 2010
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity)
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Art Director: Achim Metzdorf (BBDO Proximity)
Copywriter: Sebastian Steller (BBDO Proximity)
Junior Copywriter: Martin Knipprath (BBDO Proximity)
Group Account Director: Sonja Struß (BBDO Proximity)
Account Executive: Silke Joosten (BBDO Proximity)
Account Executive: Marilen Kurtz (BBDO Proximity)
Media placement: Print Ad - Ostheimer Zeitung - 27.08.2010
Media placement: Outdoor Poster/Citylight - Wall / Königsallee Düsseldorf, Germany - 23.08.2010
Describe the brief from the client
Bring the mechanism of the TV campaign “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” to life in outdoor and print.
Describe the challenges and key objectives
The starting point was the international TV campaign for SNICKERS, where guys turned into annoying divas or weak grandmas, because they were hungry. A brilliant execution of the insight, but hard to execute in print, because a transformation always consists of a before-and-after effect. So, how do you bring this concept alive as a striking print idea which works as a billboard as well as a print ad?
Describe how you arrived at the final design
We came up with the idea of mixing a well-known iconographic sign with a very well-known character. Both stand for absolutely opposite beliefs. In this case we show what happens when the dark lord gets hungry: he turns into a peace-loving hippie. That sounds good, but just as long as you are not the dark lord…
Give some indication of how successful the outcome was in the market
Because the motive was launched in the week when one of the biggest German television stations showed the whole Star Wars Saga, it was discussed among Star Wars fans throughout Germany and contributed to the success of the “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” campaign.