Thinkerbell’s latest campaign for SNICKERS taps into a target audience that is living online.
It uses the premise that the internet is normally a highly-tuned, efficient and productive machine but data is disappearing so it is hungry and acting a bit strange.
Opening with “hey there target audience”, the humorous ad urges consumers “don’t get hungry like the internet have a SNICKERS”.
Mars Wrigley portfolio marketing director bars Richard Weisinger says the campaign is contextual.
“At SNICKERS we always strive to stay contextual with our target audience and now more than ever they’re living online, so what better way to demonstrate the effects of hunger than by messing with the algorithms, targeting and personality of the internet itself?”
The Hungry Internet flips online algorithms to feed people content that is the exact opposite of what they would normally get, despite the ad saying here is a “product suggestion based on your video search”.
Thinkerbell executive creative tinker Tom Wenborn says the ad shows the effects of hunger on a non-human entity, after previous campaigns with big-name celebrities
“We’re thrilled to have had the chance to extend the iconic – ‘You're not you when you’re hungry’ platform for SNICKERS.”
The carefully-crafted, confused content shows the internet displaying signs of hunger everywhere online, from YouTube to SnapChat, glitching out websites, chaotic chatbots, baffled banner ads and social channels, and even misplacing SNICKERS’ Instagram password.
Ben Hill, Marketing Director Mars Wrigley Australia
Richard Weisinger, Portfolio Marketing Director Bars
Annie Cummins, Brand Manager Snickers & Twix
Kaitlin Williams, Regional Senior Manager – Brands & Content
Creative Tinker, Matias Reyes
Head Creative Tinker, Sean McNicholas
Lead Thinker, Jamie Herman
PR Tinker, Tarah Miller
Chief Thinker, Adam Ferrier
Executive Creative Tinker, Tom Wenborn
Designer, Jack Dinsmoor
Head Production Tinker, Di Nash
Lead Production Tinker, Naomi Nienaber
Editor, Kevin Bolleteau
Pre-roll Production, Magnetizer
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