CLIENT
Mars
Ibrahim El Tawil, Snickers Brand Manager
AGENCY
Dani Richa, CEO and Chairman
Jamie Kennaway, Creative Director
Paul Shearer, Chief Creative Officer
Ali Rez, Regional Executive Creative Director
Jason Burayag, Senior Creative
Hyun Seo Yoo, Art Director
Frances McCabe, Regional Account Director
Salma Shahin, Senior Account Manager
Ann Geleen Amparado, Producer
Varun Dhanak, Data Analyst
Richard Gandiongco, Designer
Emma Randall, Account Executive
Sajan Abraham, Production Manager
Karim Sharif, Creative
Tennyson Torcato, Creative Services Manager
Marvin Burayag, Produucer
SUMMARY
Putting a fresh spin on a global campaign message that had been running for 10 years, we managed to put Snickers back into the Hunger conversation while establishing equity with a new generation of consumers. We used media and tactics that fit seamlessly into the lives of digital natives, and leveraged AI to innovate the traditional 1+1 promo. This had a very direct and positive result, affecting not only SNICKERS’ sales figures but also its brand health and the relationship with key retail partners, which became stronger and more collaborative.