Bring the mechanism of the TV campaign “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” to life in outdoor and print.

We came up with the idea of mixing a well-known iconographic sign with a very well-known character. Both stand for absolutely opposite beliefs. In this case we show what happens when the dark lord gets hungry: he turns into a peace-loving hippie. That sounds good, but just as long as you are not the dark lord…

Because the motive was launched in the week when one of the biggest German television stations showed the whole Star Wars Saga, it was discussed among Star Wars fans throughout Germany and contributed to the success of the “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” campaign.