Our challenge was to extend Snickers “You’re not you when you’re hungry” campaign to one of America’s most iconic magazine issues: the Sports Illustrated Swimsuit Issue. In addition, we wanted to highlight “hunger bars”, a limited time promotion where Snickers wrappers were re-labeled with various hunger symptoms.

Our solution was a print ad that imagined what could have gone wrong if those responsible for retouching the swimsuit model were doing their job while hungry. The ad, which ran on the back-cover of the issue, looked like a typical photo in the magazine, but with quite a few mistakes.