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Executions
The Strategy
By placing iconic movie and TV characters into moments of hunger-driven breakdown, the campaign shows how hunger distorts behavior regardless of age, personality, or genre. When even familiar characters feel “off,” the absence becomes obvious.
Objective
Reposition Snickers as the unmistakable signal of what’s missing when hunger appears across ages, without gendered cues.
The Challenge
In a crowded category and across a broader, more inclusive audience, the brand needed to reassert why it matters in moments of hunger without repeating the same joke or relying on gendered cues.
The Big Idea
When hunger hits, something essential is missing. Snickers’ role isn’t to fix behavior; it’s to restore what’s gone.
By reframing hunger as a moment of loss, the brand shifts from a punchline about personality to a shared human truth: when you’re hungry, you feel incomplete.
Brand
Snickers
Role
Art Direction, Campaign Design, Designing, Strategy
Team
Solo Project
Snickers (Extension)
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