The SNICKERS® global advertising platform, “You’re Not You When You’re Hungry” has been explored through numerous TV executions, in print and OOH, since its launch in 2010, yet long-running campaigns need fresh creative to ensure they do not become tired or predictable.

We were tasked with creating a new and interesting way to re-engage with our core audience and find a whole new way to bring the brand platform to life, to remind people of the core idea: you’re not you when you’re hungry.

All of our apps were completely, hopelessly, useless and all designed to prove you’re not you when you’re hungry. Once installed, they look and perform like any normal app.

When the hungry try to switch their functionality on they’re asked what on earth they were thinking, told not to app when they’re hungry, and most importantly, they’re given a mobile voucher for a free SNICKERS® to help with the hunger.

Mobile banners, promoted social posts, and key social influencers encouraged downloads, and helped our apps reach over 2.5 million mobile users.

After a week, a reveal video was shared with the nation via the SNICKERS® Facebook page revealing who was behind these bizzarre digital creations.

Three ridiculous apps that re-invented the way we sample chocolate and most importantly, allowed us to deliver SNICKERS® right into the hands of the hungry.