Snickers: Fix The World

Credits & Description:

Advertiser: Mars, Inc.
Brand: Snickers
Creative Agency: BBDO New York/ AMV BBDO
Editing Company: MacKenzie Cutler
VP of Marketing: Tanya Berman
Brand Director: Josh Olken
Sr. Brand Manager: Martin Terwilliger
Sr. Brand Manager: Head of Social Media
Social Media Strategist at the Hive: Betsy Magilnick
Global Brand Director: Dale Green
Chief Creative Officer: David Lubars
Chief Creative Officer: Greg Hahn
Chief Creative Officer: Alex Grieve
Creative Director: Scott Mahoney
Creative Director: Dan Oliva
Art Director: Alan Wilson
Copywriter: Diccon Driver
Creative Director: Charlotte Adorjan
Creative Director: Matt Swinburne
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Copywriter: Larissa Magera
Art Director: Morgan Hoff
Executive Producer: David Rolfe
Executive Producer: Amy Wertheimer
Production Company Producer: Sarah Knowlton
Production Company Producer: Julia Millison
Production Company Producer: Melissa Chester
Account Manager: Paul Cisco
Account Manager: Kirsten Flanik
Account Manager: Susannah Keller
Account Manager: Julien Lemoine
Account Manager: Lisa Piliguian
Account Manager: Tani Corbacho
Account Manager: Elizabeth O’Connor
Account Manager: Jacob Plastina
Account Manager: Richard Moloney
Account Manager: Luke Slater
Account Manager: Philippa Field
Chief Marketing Officer (CMO): Crystal Rix
Strategist: Annemarie Norris
Strategist: Christina Stoddard
Strategist: Brian Brydon
Strategist: Nicola Willison
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: David Zander
Executive Producer: Eriks Krumins
Production Company Producer: Emily Skinner
Director of Photography (DOP): Linus Sandgren
Designer: Brock Houghton
Editor: Gavin Cutler
Editor: Pamela Petruski
Editor: Megan Heard
Executive Producer: Gina Pagano
Mix: Heard​ ​City
Sound Designer: Keith Reynaud
Colorization: Company 3
Digital Artist: Tim Masick
Special Effects / VFX: Cameron Gray The Mill
Creative Director: Phil Crowe
Executive Producer: Anastasia Von Rahl
Production Company Producer: Melanie Roy
Digital Artist: Dan Warom
Digital Artist: Tim Crabtree
Executive Producer: Sara Matarazzo
Executive Producer: Abbey Hendrix
Hispanic Agency: Third Ear
Executive Creative Director: Serge Flores
Copywriter: Rene Gardner
Copywriter: Javier Peraza
Account Manager: Rina Tiffer
Account Manager: Meredith McBroom
Production Company Producer: Michael McLaughlin
Production Company Producer: Weber Shandwick
Account Manager: Jerry Gleason
Account Manager: Gabby Sagers
Date of Release: 2020-01-29
Country: United States
Notes: 2020 marks the 10th anniversary of SNICKERS “You’re Not You When You’re Hungry” campaign. The challenge we faced was to find a new way to evolve the campaign, making it relevant to a rapidly-changing audience and media landscape, while also retaining SNICKERS sense of humor and relatability. It also needed to launch on America’s biggest and most scrutinized stage – the Super Bowl.
The solution was to go huge. Instead of giving one person a SNICKERS to get them back on track, we fixed the whole world with a giant SNICKERS. The film was supported with a campaign that included building a Guinness World Record-breaking SNICKERS, teasers where everyday people identified humorous modern-day problems & follow-up spots that showed how some of these problems had been fixed.
“Fix The World” was released at a time when people all over the world, especially in the US, shared the sentiment that things were more out of sorts than ever – from politics to technology creep to rapidly-changing social & cultural attitudes. We knew that people could feel it, and by coming right out and saying it, in a tongue-in-cheek way, SNICKERS message could land with a wide audience.