SNICKERS - Hungry Internet (Art Direction, Creative, PR, Design)
Matias Reyes
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Posted Nov 21, 2024
Snickers saw an opportunity to connect with tech-savvy audiences when data targeting cookies started disappearing from the internet. WEBBY: CREATIVE USE OF DATA
This was an integrated campaign where we made all sorts of ads for multiple touchpoints, all stemming from one creative idea: the internet is not the internet when its hungry. We played with data targeting digital media in disruptive ways which earned us a Webby win for best use of creative data. As the ad creative on it, I came up with the idea, art direction, designs, interactive elements, and films.
THE BRIEF
Snickers wanted to find a way to connect with increasingly digital and tech-savvy audiences in a topical way. The internet is a data-driven targeting machine, fed by third-party cookies. So in 2021 when they began disappearing from major online platforms, we saw an opportunity for a new way to express the famous "you're not you when you're hungry" platform.
THE IDEA
Without its cookies, the internet gets hungry, and starts making weird mistakes... We flipped live targeting data of a select audience by regularly serving them confused custom ads that were wildly different to what they'd usually see. Watching some basketball? You'll love this set of collectable royal teaspoons! As well as search, we disrupted weather, time, and location data across banners, social ads, and prerolls with unusual messaging that stuck out to them like a sore thumb, over and over again.
THE RESULT
From Twitch to Snapchat to Twitter and even online news platforms, our hungry ads reached over 12 million impressions, 4.2 million youtube views, and a 17% increase in view-through rate. All ads ended with the same call to action: Don't get hungry like the internet. Have a Snickers.