Thinking Globally, Acting Locally

In 2009, Snickers was a forgotten brand. So, the brand's objectives at the time were to get a Super Bowl spot, and a sustainable global campaign. The resulting idea was based around this insight: how hunger can change your personality, leading to the tagline 'you're not you when you're hungry'. The campaign launched with the help of Betty White, while the You're Not You campaign became the most awarded in its category.