Snickers — Sports Illustrated

Our challenge was to extend Snickers “You’re not you when you’re hungry” campaign to one of America’s most iconic magazine issues: the Sports Illustrated Swimsuit Issue. In addition, we wanted to highlight “hunger bars”, a limited time promotion where Snickers wrappers were re-labeled with various hunger symptoms.

Our solution was a campaign that imagined what could have gone wrong if those responsible for staging and retouching the swimsuit models were doing their jobs while hungry. Each ad looked like a typical photo in the magazine, but with one glaring mistake.

Because the 'Retoucher' print ad challenged people to find all retouching mistakes, it was natural to extend the campaign into digital and challenge the internet as well.

"In terms of current projects I admire, the new Snickers “Bad Photoshop” print ad and “The Big Short” are both brilliant because they’ve each created a new type of conversation. It’s so hard to bring a fresh perspective to print advertising, and Snickers did it big time." — Daniel Barak, VP Creative Director at Deutsch LA in an interview he did with Luerzer's Archive.