Snickers

You have $14,000 and need to create an award-winning campaign for the world’s most iconic chocolate. What do you do? You call an all-agency brainstorm. And go meta.

That’s how I ended up in the room where the idea came to me — maybe two or three minutes after the session started. And, in the end, it was the only idea that got approved.

“You’re not you when you’re hungry” — a territory where almost everything has already been done. So I thought: let’s flip it. Let’s make it infinite. Or, simply put, meta.

The campaign was launched and produced. But never submitted to festivals. Well — not exactly. It was submitted everywhere. Until, on Cannes’ deadline day, we were asked to withdraw it.

Still, ad and marketing sites around the world picked it up. The prints made it into every Cannes Prediction list. And in the end — it became the most successful PR case in BBDO Russia’s history, with zero media budget.