Following through on Snickers’ famous “You’re not you when you’re hungry” concept, we had to publicize the new packaging for the candy bar, which featured new “symptoms of hunger.” The overarching communications objective was to not only publicize Snickers' new packaging, but to also strengthen the brand's global concept in Brazil. The campaign was successful on both counts, inspiring consumers to interact in a very direct, literal way with the brand's message and spontaneously pass that message on.

The solution was to create a campaign showing the famous “You’re not you when you’re hungry” concept with an unprecedented, interactive, irreverent twist. By creating Instagram filters that made people “hungry,” we conducted the biggest casting call ever for consumers to star in our campaign.

The campaign lasted 1 month, in all. We launched the filters over the course of a week, followed by 3 weeks of pieces “starring” users.

We used Instagram filters to show consumers what happens to them when they’re hungry. They could choose from a number of filters, each representing the “symptoms” on the packaging. As they posted with the filter, each consumer would be automatically promoting our campaign. And whoever posted and tagged Snickers’ Instagram account became the face of the brand during the campaign. The consumers who performed the best in this massive digital audition starred in posts, GIFs, digital videos, on billboards, in tweets, and so much more.

The campaign's numbers were astonishing: 497,000,000 impressions, a 10% increase in sales, and 911,928 shares with the filters. And there's one more thing: each post with the filter was effectively a Snickers ad, with our logo and our slogan. In other words, the campaign got over 900,000 free ads in consumers' stories.