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BBDO New York and SNICKERS Take Over Sports Illustrated

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SNICKERS campaign warns not to retouch a photo when you're hungry

BBDO New York and SNICKERS Take Over Sports Illustrated

SNICKERS is taking its “You’re not you when you’re hungry” message to this year’s Sports Illustrated Swimsuit issue for a second year in a row, which hits news stands today. This year, the brand is taking over both sides of the back page showcasing how hunger symptoms come to life for SNICKERS Hunger Bars, which feature popular and outrageous hunger symptoms in place of the iconic SNICKERS brand name on the wrappers.

Created by BBDO New York, the work “illustrates” what could have gone wrong if those responsible for staging and retouching the swimsuit models were doing their jobs while hungry.


The “Retoucher” execution can be found on the back cover, while “Wind Machine” can be found on the inside of the back cover.

There are 11 “retouching errors” in the “Retoucher” creative image. Can you find each one of them? Be sure to tweet at Snickers with your findings.

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Creative Agency

Chief Creative Officer: David Lubars (Worldwide), Greg Hahn (New York)

Creative Agency: BBDO New York

Executive Creative Director: Gianfranco Arena, Peter Kain

Executive Producer: (Art) Betsy Jablow

Photographer: Vincent Dixon

Planner: Alaina Crystal

Print Producer: Len Rappaport

Producer: (Project) Albert Hajduk

Senior Art Director: Florian MARQUARDT

Senior Copywriter: Rodrigo Linhares


Advertiser: SNICKERS

Categories: Confectionery , Food

BBDO New York, Wed, 17 Feb 2016 17:51:19 GMT