SNICKERS ‘You’re Not You When You’re Hungry’ platform has been given a new twist in a campaign via T&P and Publicis One Mars.
This latest local campaign for SNICKERS showcases the effects that hunger can have on sports spectators – turning even the most mild-mannered fans into real-life trolls.
The hero film sees actor Broden Kelly transform into a hunger-troll directing a hangry diatribe onto unsuspecting sporting amateurs during a friendly match, before a fellow spectator helps cure his affliction through the hunger-satisfying nature of SNICKERS. A bespoke film has also been created for AFL and NRL sporting moments.
T&P enlisted production company Haven’t You Done Well, and co-directors Max Miller and Mark Bonanno (of Aunty Donna fame), while Broden’s transformation into a freakish troll is thanks to the prosthetics mavericks at Sharp FX.
“This platform has been iconic for building the SNICKERS brand globally, so it’s been incredibly rewarding to work on a local chapter with such a fun storyline. I think we’ve all experienced hangry-troll behaviour at a sporting game or two, so this spot pokes a bit of fun at those that might be in need of some satisfaction – we definitely think it’s memorable!” said Rachel McClernon, Mars Snacking senior brand manager, SNICKERS.
“It’s a real honour to have been able to add to the iconic SNICKERS ‘You’re not you when you’re hungry’ legacy. And working with Haven’t You Done well is always a pleasure, they have an innate ability to bring our ideas to life in such a collaborative and fun way,” added Ryland Summers and Tom Fitzgerald, senior creatives at T&P Australia.
“Sport provided the perfect cultural canvas to bring ‘You’re Not You When You’re Hungry’ back into the spotlight, allowing us to connect with passionate fans at scale in moments where emotions run high. By reaching chocolate buyers and sports lovers through a high-impact, multi-channel media ecosystem, we’ve created a campaign that rebuilds mental availability and keeps SNICKERS front of mind when hunger strikes,” concluded Jasmin Christie, group planning director at Publicis One Mars.
The campaign will run in TV, OLV, Kayo and in the MCG stadium during the AFL Grand Final.
The film is supported by a fully integrated campaign across OOH and Twitch which will go live later this month.
Credits:
Creative & Production: T&P Australia
Media: Publicis One Mars
Directors: Max Miller & Mark Bonanno
Production Company: Haven’t You Done Well Productions
