Snickers Digital You're Not You When You're Hungry by AMV BBDO London

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You're Not You When You're Hungry

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Industry Bars
Media Digital, Interactive & Mobile
Market United Kingdom
Agency AMV BBDO London
Executive Creative Director Paul Brazier
Art Director Tim Riley
Released May 2012


London International Awards 2012
Digital Use of Social Media Bronze Winner

Credits & Description

Entrant: Abbott Mead Vickers BBDO, London
Mars Snickers - "You're Not You When You're Hungry"
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Corporate Name of Client: Mars
Agency: Abbott Mead Vickers BBDO, London
Executive Creative Director: Paul Brazier
Creative Directors: Alex Grieve/Adrian Rossi
Copywriter: Tim Riley
Art Director: Tim Riley
Production Company: Normadic Films
Social Media Unit: AMV Pulse
Description of the Project
‘You’re Not You When You’re Hungry’ is Snickers’ global campaign.
TV ads show people literally turning into somebody else when they’re hungry.
But when we launched the campaign in the UK we didn’t use TV.
We chose Twitter.
Five celebrities sent tweets that were completely out of character.
Their final tweet revealed the line: You’re Not You When You’re Hungry with a Twitpic of them eating Snickers.
Each celebrity sent just five tweets.
Yet the campaign was reported in press, on TV and radio - and was even mentioned in parliament.
We spent £70,000 - but reached 26 million people.