The brief was to create a tactical piece for Snickers on Valentine’s Day, in keeping with the ‘You’re Not You When You’re Hungry’ campaign. One of the biggest Valentine’s Day faux pas is not getting your significant other a card. So we turned Snickers’ advertising space into a last-minute Valentine’s card dispensary, to rescue forgetful Londoners. We placed a billboard reading ‘You’re forgetful when you’re hungry’ outside Waterloo station. The word ‘forgetful’ was made out of unbranded Valentine’s cards that the passers-by could simply pull off and give to their loved ones. The billboards remained on the site after Valentine’s Day, but the cards were changed to cater to those whose forgetfulness had already gotten them in trouble.

Between 15th-17th February the front of the cards read ‘Sorry I forgot’, while the message inside was changed to ‘On the plus side, booking a restaurant should be easier. Happy belated Valentine’s.’