Mars brings the You're Not You platform to sport
Featuring bespoke AFL and NRL films co-directed by Max Miller and Mark Bonano, sport provided the "perfect cultural canvas" to bring the platform back into the spotlight.
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An iconic platform for over 16 years globally, SNICKERS' You’re Not You When You’re Hungry platform continues building momentum in Australia, with its latest local campaign showcasing the effects that hunger on sports spectators, turning even the most mild-mannered fans into real-life trolls.
The hero film sees actor Broden Kelly transform into a hunger-troll directing a hangry diatribe onto unsuspecting sporting amateurs during a friendly match, before a fellow spectator helps cure his affliction through the hunger-satisfying nature of SNICKERS. A bespoke film has also been created for AFL and NRL sporting moments.
Agency T&Pm enlisted production company Haven’t You Done Well, and co-directors Max Miller and Mark Bonanno, while Broden’s transformation into a freakish troll is thanks to the prosthetics mavericks at Sharp FX.
Rachel McClernon, Mars snacking senior brand manager, SNICKERS, said, “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."
Credits
View on- Agency T&P Australia
- Production Company Haven’t You Done Well Productions Pty Ltd
- Director Max Miller
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Credits
View on- Agency T&P Australia
- Production Company Haven’t You Done Well Productions Pty Ltd
- Director Max Miller
- VFX Sharp FX
- Senior Copywriter Ryland Summers
- Senior Art Director Tom Fitzgerald
- Director Mark Bonanno
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency T&P Australia
- Production Company Haven’t You Done Well Productions Pty Ltd
- Director Max Miller
- VFX Sharp FX
- Senior Copywriter Ryland Summers
- Senior Art Director Tom Fitzgerald
- Director Mark Bonanno
T&P Australia senior creatives Ryland Summers and Tom Fitzgerald added, “It’s a real honour to have been able to add to the iconic SNICKERS You’re not you when you’re hungry legacy.
"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.”
Publicis One Mars group planning director Jasmin Christie said, "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."
