2011 GOLD

GLOBAL

YOU'RE NOT YOU WHEN YOU'RE HUNGRY

SNICKERS, MARS LTD.

Peter West, European President of Chocolate
Osher Hoberman, Brand Director for Snickers in US
Michael Magee, Vice President of Chocolate for UK
Lynne McColl, Global Brand Director Snickers

AMV BBDO

James Miller, Director of International Account Planning
David Goring-Morris, Client Services Director
Alex Lewis, Account Planner

BBDO NEW YORK

David Lubars, Executive Creative Director
Kirsten Flanik, Managing Director
Kathryn Brown, SVP Director

BBDO DUSSELDORF

GRAFFITI BBDO

IMPACT BBDO

Snickers is the world's biggest chocolate bar, and in many of its markets the most loved. But this success has been built upon individual markets developing their own marketing materials, each with its own positioning and tonality. Through exploring the dynamics of the male pack, we harnessed a simple, yet enduring insight that united some 43 markets across all five regions. The resulting "You're Not You When You're Hungry" campaign has not only driven sales growth across the world; it has given Snickers a place in popular culture once more.