Excited to see these Snickers ads for the Sports Illustrated Swimsuit Edition on newsstands this week. Snicker’s ran two ads in the iconic issue—”Retoucher” on the back cover and “Wind Machine” on the inside back cover. “Retoucher” depicts a disastrously Photoshopped swimsuit model and “Wind Machine,” a model being blasted by a wind machine run by a hungry operator. The ads are the latest in the six-year-old Snickers campaign “You’re Not You When You’re Hungry.” The idea was to demonstrate what happens when one works while hungry. “Retoucher” contains 11 retouching errors and readers are asked to Tweet the mistakes to Snickers.
This is such a great campaign to work on—amazing creatives (ECD Gianfranco Arena, ECD Peter Kain, Senior AD Florian Marquardt, and Senior Copywriter Rodrigo Linhares) and brilliant concepts. The collaboration started at the concept stage and continued through post-production as we continued to come up with new ideas for retouching mistakes.
Big thanks to the entire team at BBDO for the opportunity to join forces on such an ingenious campaign.