You're Not You when You're Hungry by AMV BBDO London for Snickers

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You're Not You when You're Hungry

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Industry Chocolate
Media Viral
Market United Kingdom
Agency AMV BBDO London
Executive Creative Director Paul Brazier
Released June 2012

Awards

ADC Awards 2013
Interactive Online Content - Online Guerrilla Silver

Credits & Description

Category: Viral Marketing
Advertiser: MASTERFOODS
Product/Service: SNICKERS
Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Advertiser MASTERFOODS
Product SNICKERS
Entrant ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Type of Entry: Viral Advertising
Category: Viral Marketing
Title: YNYWYH
Advertiser/Client: MASTERFOODS
Product/Service: SNICKERS
Entrant Company: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
DM/Advertising Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Executive Creative Director: Paul Brazier (AMV BBDO)
Creative Directors: Adrian Rossi/Alex Grieve (AMV BBDO)
Creative Team: Tim Riley (AMV BBDO)
Production Company: (Normadic Films)
Social Media Unit: (AMV Pulse)
Brief Explanation
‘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.