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.

The print campaign ran in the Sports Illustrated Swim Suit Issue 2016 for a duration of 6 weeks. The issue reaches 60 million readers in the US (including 150k distributed in Canada). To further engage people, we extended the ‘Retoucher’ ad into social media, asking people to find all Photoshop errors.

The print campaign generated about 29.3k likes, over 1200 comments and more than 29k shares. 103.9MM people were reached in over 89 placements and publications. On Snickers Twitter brand channel the print got 208k impressions – in comparison the average Snickers Tweet gets 10k impressions. It drove nearly 8 thousand engagements, 30x higher than the average brand tweet which resulted in over 20x the amount of impressions generated.