Transforming into a hunger-troll.
SNICKERS is showcasing the effects that hunger can have on sports spectators in a campaign via T&P and Publicis One Mars.
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.
“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," said SNICKERS mars snacking senior brand manager, Rachel McClernon.
"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!”
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 troll is thanks to the prosthetics mavericks at Sharp FX.
“It’s a real honour to have been able to add to the iconic SNICKERS ‘You’re not you when you’re hungry’ legacy," said T&P Australia senior creatives, Ryland Summers and Tom Fitzgerald.
"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.”
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.
“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," said Publicis One Mars group planning director, Jasmin Christie.
"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."
CREDITS:
Creative & Production: T&P Australia
Media: Publicis One Mars
Directors: Max Miller & Mark Bonanno
Production Company: Haven’t You Done Well Productions
