The internet is not the internet when it’s hungry in latest Snickers campaign Via Thinkerbell
Data is disappearing from the world wide web and for the first time ever, the internet is hungry, and when the internet gets hungry, it starts acting a bit strange, as revealed in the latest campaign via Thinkerbell.
The Internet is normally a highly-tuned, efficient and productive machine. Feeding you what you want before you know you want it. But over the coming weeks Snickers will demonstrate just how out-of-sorts a Hungry Internet can be.
Says Richard Weisinger, Portfolio Marketing Director Bars: “At SNICKERS we always strive to stay contextual with our target audience and now more than ever they’re living online, so what better way to demonstrate the effects of hunger than by messing with the algorithms, targeting and personality of the internet itself?”
The Hungry Internet flips online algorithms to feed people content that is the exact opposite of what they would normally get. Every piece of confused content is a timely reminder to have a SNICKERS, so you don’t get hungry like the internet.
Says Tom Wenborn, Executive Creative Tinker: “We’re thrilled to have had the chance to extend the iconic – ”You’re not you when you’re hungry” platform for SNICKERS. After many years of seeing hungry and confused big name celebrities, now felt like the right time to show the effects of on a non-human entity.”
The internet is currently displaying signs of hunger everywhere online, from YouTube to SnapChat, glitching out websites, chaotic chatbots, baffled banner ads and social channels, it has even misplaced SNICKERS own Instagram password.
Agency: Thinkerbell
Creative Tinker, Matias Reyes
Head Creative Tinker, Sean McNicholas
Lead Thinker, Jamie Herman
PR Tinker, Tarah Miller
Chief Thinker, Adam Ferrier
Executive Creative Tinker, Tom Wenborn
Designer, Jack Dinsmoor
Head Production Tinker, Di Nash
Lead Production Tinker, Naomi Nienaber
Editor, Kevin Bolleteau
Pre-roll Production, Magnetizer
Client: Mars Wrigley
Ben Hill, Marketing Director Mars Wrigley Australia
Richard Weisinger, Portfolio Marketing Director Bars
Annie Cummins, Brand Manager Snickers & Twix
Kaitlin Williams, Regional Senior Manager – Brands & Content
67 Comments
I’ve watched the video, read the press release twice and I still have no idea what this is.
I don’t think it does
So hows data disappearing from the world wide web? You never really explained that.
How’d Thinkerbell end up with Snickers and the original idea?
I know the Snickers global idea because I work in marketing so I get this and it’s funny. Does everyone else know you’re not you when your hungry though?
Doesn’t make sense
That tweet shown in the video doesn’t exist. The Snickers AU Twitter page hasn’t tweeted in 5 years.
…Also great when you put an official video online with the words ‘FINAL’ as the title.
I prefer this version: https://campaignbrief.com/the-angrier-the-internet-the-c/
How does thinkerbell win so many new clients and produce such mediocre work, like this, a mash of previous snickers idea rolled into one. A true reflection of what clients want maybe?
Thinkbell, stop undercutting every other agency with cheaply made garbage.
So Snickers are going to feed me the exact opposite of the content I was looking for? That doesn’t sound annoying at all.
When did BBDO lose such a massive part of the Mars portfolio – I thought that account was globally aligned and utterly bulletproof.
Upon pulling off this coup to get the account, how have Thinkerbell taken one of the most creatively fertile brand platforms of all time and knocked this confusing mess of an execution (I cannot even bring myself to call it an ‘idea’).
All in all, colour me confused.
We must have lost it while we were focusing on Great Northern
So Thinkerbell have Lion and Mars?
Thankfully I use ad blockers on Chrome and YouTube so I never have to see shit like this.
What was that
I’m just disappointed. No actually, I’m angry too. This is total nonsensical crap from a client most of us would die to work on. Crying shame.
bahahaha
Incomprehensible shite.
…as the agency credits.
This makes no sense. Really bad.
I like it. Seems relevant while we’ve got 1200 cases of covid and locked down on our computers.
Confused…
You’d think people know that PR and Brand work are seperate accounts these days. This is clearly PR. It’s feels like a case study to be honest but PR nonetheless.
So they’re just going to target people with irrelevant ads, and then lose their insta password, because the general concept of the internet is hungry? It’s like they’ve made the case study before figuring out what the idea is.
Maybe they just made this release so they can claim the CB commenters are in need of a snickers…?
Is this something to do with cookies or privacy and ppl being more protective of their data?
Like what is the truth or problem you’re addressing?
What a garbled mess
You jumped two sharks there!!
I like the premise, but only because I work in advertising and understand the removal third party cookies angle that this is playing to… for everyone else (i.e. the 99% of people who don’t have a clue when it comes to ad targeting and cookies) this campaign I imagine will be very confusing and not in the let me try to figure it out way.
Seems like there are a lot of hungry ‘creatives’ on this blog today.
Not the work…just this brutal roasting
That’s true – Thinkerbell has starved us of work we can be proud of as Australian creatives. Not everyone is in it for the money.
Lol yes, we’re aware.
Ahh and there it is. Instead of taking the feedback onboard Thinkerbell chooses to double down.
I like it a lot! The idea feels fresh and current.
Makes sense to me and I kind of like. Can tell covid probably restricted production. But as an idea it’s good.
i hate this. do better.
Does Thinkerbell have a digital team? Looks like they probably need one. Thinkerbell reminds me of Kanye. Cool a while back, but now thinks everything they touch is gold, not realizing that it actually sucks.
I’d hate to see what you think is bad?
Nar this is good It’s insightful and funny in parts not sure how it comes to life but like the premise
More like think-of-a-better-idea-bell
If this blog was full of hungry people, the comments would all be very positive.
Or, there are just a lot of people who have looked at this work, given it due consideration and have been left just feeling ‘er…….. what is that about then?’.
That doesn’t mean we’re hungry. And I know this *never* crosses you mind, but maybe it means you didn’t do your job very well.
& sadly for all involved the comments here just in response to terrible work lacking an idea
This feels like exactly what it is.
It’s a planner’s thought bubble that looks great on a brief or in a br/painstorm.
Yet, in execution is flabby, flat and forced.
Not sure why anyone thinks Mars has left Clems. This looks like a digital activation from the Clemenger brand campaign. Lot’s of brands are doing these during lockdown to keep momentum going.
You know Clemenger didn’t come up with the ‘You’re not you when you’re hungry’ brand campaign right? Even the Hungerithm was just applying social listening data to the existing brand positioning from the US.
You have absolutely no idea what you’re talking about.
Behavioural science does not always maketh good creative.
They didn’t use the word cookies in the article. That’s why I didn’t get it. I think it makes sense now.
I have an important question …
Who really gives a f#@k?
Is the work great? Na.
Does it makes sense? Not really.
Do I care that Thinkerbell did it? Na.
Do I care if Clems did it better? Na.
Do I care that they are using simeone else’s platform. Na.
Do I think it’s fair to call Thinkerbell out? Na.
You know why? Because I don’t give a f@#k. It’s advertising people. Relax. There is more important shit happening in the world right now.
You’re actually wrong about that my friend. Clems played a key role back in the day on the strategic and creative development of ‘You’re not you when you’re hungry’.
So they took brilliant long lasting platform…and did this.
By the way who says “bonkers”? Craft tip for next time:.Banners go bananas.
You’re welcome.
Thinkerbell is the fast food of advertising. Finished off with a Snickers.
fack
Yeah wow. Bit confused. Maybe I’m missing something? I get the platform, that’s great. Hungerithm was also great. But this… what the fuck? Was it made by AI? Is that the gag?
It’s makes no sense. Fact. You’re a communications company that can’t even explain your work to professions.
Why wouldn’t you just say cookies? Cookies are vanishing from the internet so now it’s hungry? That would make so much more sense
This would explain a lot. “Data” is confusing.
Can’t see any reference of Clemenger Melbourne’s involvement after a modest Google. If anything it looks like it came out of BBDO London. Care to share your expand on your insider knowledge?
Ben Russell!
Former clems chap here who honestly is always happy to dunk on my former employees but it’s hard to do anything with this than look at it and think ‘wow Mars must really feel like they made quite the mistake’.
Lord Oxtos is disappointed.
What rubbish. The fucking omnipresent branding and packshots, yuk, awful.
It’s true that the strategy and creative thinking for YNYWYH came out of Clems Melb. The Global lead for Snickers at the time was the CEO of Mars Australia and Clems led the global brief. If you want proof. Suggest you ask Peter West (now at Coke Australia) or Matt Graham (VP for Mars Europe).
Hope Ben’s shoulders are okay. He’s having to do some serious heavy lifting.
Poor client these days with suits to match. No future in Mars for great ideas.
I normally hate needlessly negative comments on here, but this is one of the least engaging pieces of advertising I have seen in years. Love Thinkerbell’s work usually but it’s campaigns like this that give advertisers a bad name. Rubbish.