Bronze Winner

Integrated Campaign

Entrant: BBDO New York, New York

"The Snickers Play Hungry, But Not Literally Hungry Integrated Campaign"

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.

Art Buyer: Betsy Jablow Retoucher: Steve Lakeman Editor: JJ Lask Editing Facility: P.S. 260, New York Post-Production Company: Brand Name Director of Photography: Jaron Presant Director: Ted Pauly Production Company: Furlined Photographer: Bill Frakes Designer: Justin Coombs Agency Producers: Hyatt Choate/Tyler Doshier Director of Music/Radio Production: Rani Vaz Art Director: Jason Stefanik Copywriter: Alex Taylor Integrated Group Creative Directors: Larry Corwin/Ricardo Landim Chief Creative Officer: David Lubars Agency: BBDO New York, New York Senior Creative Directors: Peter Kain/Gianfranco Arena Corporate Name of Client: Mars Chocolate North America

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