| Title | Snickers – Hunger Attack |
| Agency | BBDO Russia Group |
| Campaign | Hunger Attack |
| Advertiser | Mars, Inc. |
| Brand | Snickers |
| Date of First Broadcast/Publication | 2012 / 5 |
| Business Sector | Chocolate, Bars, Candies, Chewing-Gum |
| Story | Idea description: When you fall victim to hunger you can do some pretty stupid things sometimes. So to dramatise just how an attack of hunger can affect us, we utilised the stupidity of members of the general public. We created rolls of Snickers ‘Hunger Attacks’ tape and used them to cordon off examples of idiotic behaviour on Russia’s city streets. By also encouraging and empowering the public to tape and share examples they’d spotted, we were able to build a SNICKERS movement that grew both online and offline throughout the nation. YOU’RE NOT YOU WHEN YOU’RE HUNGRY |
| Result | Results:The campaign was highly effective for 2 reasons:1. low costs: the campaign was literally ‘made with Snickers’ – using the actual material Snickers wrappers were made of. The idea appealed to civic groups, volunteers were planting our message without any financial compensation.2. the buzz effect: the yellow rolls became so popular that those involved got requests for more tape from their friends and their friends’ friends. Snickers gave open-minded young Muscovites a voice, a chance to make a bold statement and punish acts of civic misbehaviour. |
| Media Type | Ambient |
| Account Manager | Vladimir Pervozvansky |
| Account Director | Irina Grase |
| Designer | Dmitry Sychkov |
| Designer | Ruslan Latypov |
| Project Manager | Svetlana Goryakina |
| Art Director | Alexander Gorban |
| Art Director | Alexander Lubavin |
| Copywriter | Adrian Docea |
| Creative Director | Adrian Ely |
| Creative Director | Yuri Mikhailov |
| Executive Creative Director | igo lutz |