2014 Winners & Shortlists

Brief Explanation

To take the campaign beyond the established TV environment into a more direct, one to one arena. Using our latest TVC, “Joker” as the springboard, our objective was to engage the youth of the region and help make Snickers their Brand of choice within an indoor environment.

The Brief

To build on and refresh the globally successful “You’re Not You When You’re Hungry” campaign in a way that was relevant to the burgeoning youth market in countries as diverse as KSA, South Africa and across all of META region

How the final design was conceived

What could be more relevant to a crazy Joker character than creating his own set of playing cards? We took this outlandish behaviour of the recognisable Joker character and imagined what a deck of cards would look like designed by this hunger-crazed madman. Our deck of playing cards, each individually defaced in some way by the Joker’s crazy graffiti and mad scribbling’s reiterating the link between the Joker, the cards and Snickers.

Indication of how successful the outcome was in the market

The indoor environment of the TV copy and posters, refreshed the Brand recall for consumers of Snickers when planning activities at home with their friends. It also drove consumers to YouTube where over 6 million people watched the "Joker" TV commercial, making it the most downloaded of any Mars Brand in the region.