SNICKERS transforms a WA freight train into a moving billboard on rails via T&P Australia

SNICKERS has taken its famous “You’re Not You When You’re Hungry” brand platform to new territory with the launch of a SNICKERS world-first moving billboard on rails, created by T&P Australia and Scoundrel.

Reimagining a 50 carriage freight train as an oversized, high-impact OOH placement, the creative is designed to intercept Aussies exactly when hanger hits hardest.

With more than 23,000 level train crossings across Australia, WA is home to some of the country’s longest wait times – including Perth’s Wharf Street crossing, which can be down for up to seven hours a day, and Oats Street at around six. For commuters, that means losing days over a year (and months over a lifetime), stationery at boom gates.

SNICKERS is using that captive moment to deliver a brand experience with impact. The SNICKERS Train transforms a real freight service into a dynamic, high-speed creative canvas – injecting humour and brand storytelling into a uniquely “Aussie problem” – turning passive downtime into an attention-grabbing media moment.

Says Richard Weisinger, Head of Brand and Content, Mars Wrigley Australia: “Most Aussies know the feeling of being stuck at a crossing as the wagons roll by and the hunger sets in. The SNICKERS Train takes that universal frustration and flips it into something playful.

“We saw an opportunity to show up in a moment where hunger might lead to out of sort moments – a captive environment that brands rarely tap into. By transforming a working freight train into a moving billboard, we’re turning passive downtime into a branded experience with impact. We can’t speed up the trains, but we can make the wait feel shorter – and sweeter. It’s a simple, very Aussie way to prove our platform, ‘You’re Not You When You’re Hungry,’ in the real world and create a piece of media that people can’t help but notice.”

Says Boris Garelja, Creative Director, T&P Australia: “The SNICKERS team have delivered iconic brand messaging in consistently innovative ways over the years. For this latest chapter, we’re hoping our captive audience remain level-headed at the level crossing, and are inspired to stash a few SNICKERS in the glovebox next time they hit the servo.”

Shot in a single six-hour window with three roaming camera teams, the activation features four fully wrapped SNICKERS shipping containers – each carrying bold, hunger-triggered creative including “Impatient”, “Hangry”, “Long Train Ay” and “Should’ve packed a SNICKERS.”

Creative – T&P Australia
Production – Scoundrel
PR and influencer – ENTHRAL
Client – Mars SNICKERS

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel