This document summarizes the Snickers "You're not you when you're hungry" advertising campaign. The campaign targets children, teenagers, and adults who want a chocolate snack. It depicts builders acting out of character when hungry, saying inappropriate things to women on the street, but the true message is that people don't act like themselves when hungry. The campaign slogan is "You're not you when you're hungry" and features a video showing builders working on a construction site.

1. Snickers
You´re not you when you´re hungry
By: Liliana Bolaños

2. General Information
• Type of product or service:
– Chocolate bar
• Brand:
– Snickers
• Campaign Name:
– You´re not you when you´re hungry

3. Creative Briefing
Emotional
Communication
tones
You hunger
would be
satisfied
Key promises or
benefits
A snicker
should be the
first
chocolate you
think when
your are
hungry
Desired
Positioning
To children,
teenagers
and adults,
everyone
who wants to
grab a
chocolate
Target Audience

4. Message Analysis
What does it say?
When your are
hungry you act
different
How is it said?
By showing how
the builders said
beautiful thing to
the ladies in the
street , but the
true is that they
didn´t say beautiful
comments.
Whom is it
addressed to? To
everyone that is
hungry
When is it said? In
the morning
Where is it said?
In the street

5. Concept and Slogan
What is the concept chosen to differentiate
the product or service? The men try gently
the women in the street
What is the slogan? You´re not you when
you´re hungry.

6. Creative Execution
Execution
elements:
• Characters: Builders
• Images: A building in
construction with men working
on it
• Texts: “what happens when
builders aren´t themselves
Execution
Aspects:
• Size: 1:11 minutes

7. Web Platform

8. Images

9. Campaign Video

10. Personal Opinion
It has creativity
It is based on daily
circumstances
It attract the attention of
the audience