Snickers: #SnickersGate

Credits & Description:

Title of Entry: #SnickersGate
Brand: Snickers
Product/Service: Snacks
Client: Mars Wrigley
Entrant Company: CLM BBDO
Creative Agency: CLM BBDO
Creative Director: Benjamin DESSAGNE
Creative Director: Stéphane SANTANA
Vice President: Julien LEMOINE
Artistic Director: Théophile ROBAGLIA
Copywriter: Joseph ROZIER
Group Account Director: Judith ROMERO
Account Director: Meigge SAUVAGET
Account Executive: Lisa PERROT
Head of Social Media: Fabio IAZZETTA
Social Media Manager: Youcef BOUALEM
Head of TV Production: Isabelle DARROMAN
Producer: Pierre BOUDIN
Producer: Christophe DEROO
Producer: Nizar EL TAYEB
Film Editor: Philippe BIENAIME
Post Producer: Laurianne FREGUIN
Head of Communications: Marion WEILL-COLLANGE
Influencer Manager: Fanny SACHOT
Production: BIG PRODUCTION
Production Manager: Nazha DHAMANI
Production Manager: Marc FUENTES
Sound Production: SCHMOOZE
Colour Grading: BACK-UP
Date of Release: 2019-11-20
Notes: For the past 10 years Snickers has signed each of its campaigns with “you’re not you when you’re hungry.” In France in November 2019, we took the tagline to the next level. We imagined the consequences of hunger on their own production teams in the real world. We deliberately replaced Snickers bars with Bounty bars, without touching the wrappers, before placing them into sales point. Then we waited for the consumer’s reaction. 24 hours later when everyone thought it had been a genuine error on our part, we revealed the hoax via a film posted on Twitter, in response to #SnickersGate.
Note for the jury: Allergens contained in Snickers and Bounty bars are the same. The brand did not expose its consumers to any risk.