We decided to show what happens to you when someone else is hungry by introducing the Hungry Artist. He went all over the city to draw as many portraits as he could. People lined up to be his subjects. When they received their portraits, hardly anyone was happy with the results. We captured their reactions for an online video.

Two weeks before the activation, we searched for the perfect guy to be our Hungry Artist. Then, we decided the places he would visit and secured the necessary permits to be there.

On February 13, 2018, the Hungry Artist went to five spots all over the city, spending at least two hours in each one to draw portraits. We set up cameras to capture people’s reactions. The Hungry Artist’s willing subjects not only got to keep their portraits, but they also received a Snickers for their trouble.

Footage from the activation was quickly edited and turned into an online video to engage more people.

In just one day, the activation engaged 10,000 people on-ground across five different places. 100,000 more people were reached online. Snickers got 11 times return on their media investment.