KSA and Egypt qualified to the World Cup for the first time after many, many years. We are talking about 130 million, very passionate people. They love football as much as European and South Americans do, and while usually they pick a random national team to support, now they will have the opportunity to see their national colors represented in the most important football event of the world. Which means that this time, their hearts are on the line. We were asked to develop a long term, scalable campaign (March till end of July) creating one consistent idea all the way, and at the same time to be relevant for a target audience we have never spoke with before, to increase not only the brand love, but also be the top of mind snack while watching a football game, and ultimately to create a long-lasting association between Snickers and football.

We know that hunger makes you crazy, dramatic, emotional. And so does football. And when hunger meets football fever, results are catastrophic. Because a hungry fan, is an angry fan. For this World Cup, we wanted to make sure that everyone would have the right football experience, in a way only Snickers could. With the Hunger-Proof Football Experience we wanted to design a series of gadgets that could resist the hungriest fan of all: we created an unbreakable TV, an unsmashable remote controller, unspillable cups, knowing that these are the preferred victims of angry supporters. We even designed a pair of undestroyable shin guards for those who likes to kick things around when they get angry, just to make sure that this World Cup, everything and everyone will be safe and sound after every game.