Snickers has launched a new campaign in Australia that turns hungry sports spectators into “trolls,” extending its “You’re Not You When You’re Hungry” platform through work by T&P and Publicis One Mars.
The hero film features actor Broden Kelly as a hunger-troll directing a diatribe at unsuspecting amateur sports players during a friendly match before another spectator gives him Snickers. Separate films have also been created for AFL and NRL sporting moments.
T&P enlisted production company Haven’t You Done Well and Co-Directors Max Miller and Mark Bonanno, while prosthetics company Sharp FX handled Kelly’s transformation into the troll.
“This platform has been iconic for building the Snickers brand globally, so it’s been incredibly rewarding to work on a local chapter with such a fun storyline. I think we’ve all experienced hangry-troll behaviour at a sporting game or two, so this spot pokes a bit of fun at those that might be in need of some satisfaction – we definitely think it’s memorable!” said Rachel McClernon, Mars Snacking Senior Brand Manager, SNICKERS.
“It’s a real honour to have been able to add to the iconic Snickers ‘You’re not you when you’re hungry’ legacy. And working with Haven’t You Done well is always a pleasure, they have an innate ability to bring our ideas to life in such a collaborative and fun way,” said Ryland Summers and Tom Fitzgerald, Senior Creatives, T&P Australia.
“Sport provided the perfect cultural canvas to bring ‘You’re Not You When You’re Hungry’ back into the spotlight, allowing us to connect with passionate fans at scale in moments where emotions run high. By reaching chocolate buyers and sports lovers through a high-impact, multi-channel media ecosystem, we’ve created a campaign that rebuilds mental availability and keeps Snickers front of mind when hunger strikes,” said Jasmin Christie, Group Planning Director, Publicis One Mars.
Credits
Creative & Production: T&P Australia
Media: Publicis One Mars
Directors: Max Miller & Mark Bonanno
Production Company: Haven’t You Done Well Productions
