Awards
Ad Stars - 3x Shortlist
MMA Smarties - Best in Show, 2x Gold, 1x Silver

Background
For years, Snickers has been telling people that hunger makes them not themselves. But hunger affects people in different ways and manifests itself in different traits. We knew there were people out there who had being living with the consequences of their hunger but without the knowledge of exactly who they were when they were hungry. We decided they needed someone to turn to, talk to, and confide in about their hunger troubles.

Idea
Beyond just telling people 'you're not you when you're hungry', we wanted to let them find out who they were exactly under the influence of hunger. SNICKERS took on the role of a counselor, a friend, or just someone to talk about your hunger troubles with Hunger Support, a campaign to help people determine who they were exactly when they were hungry so they could get help. This help came in the form of SNICKERS bars with matching on-pack traits in place of the brand label: SAVAGE, HANGRY, DRAINED, SENSITIVE, DRAMATIC, EMOTIONAL.

Execution
We created the first ever AI-powered hunger detector that uses a facial recognition algorithm to scan your hunger trait house on hungersupport.com and ran online films to show how the support group could help people and a city wide digital billboard campaign to sign people up to the support group by directing them to the website. The labels on SNICKERS packs were changed to match hunger traits: SAVAGE, HANGRY, DRAINED, SENSITIVE, DRAMATIC, EMOTIONAL. We also had a real life support group stream sessions live online during the typical hungry times of the day. And gave discount coupons to hunger support group members so they could get back to being them.

Results
Sales of SNICKERS bars were up 16%
Over 300,000 website visits
3X Click Through Rate
Over 10 million video views