Our challenge was to extend the 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 relabeled with various hunger symptoms.

Our solution was a campaign that imagined what could have gone wrong if those responsible for staging and retouching the swimsuit models were doing their jobs while hungry. Each ad looked like a typical photo in the magazine, but with one glaring mistake.