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Title of Entry: Fix the World
Brand: Snickers
Product/Service: Snickers
Client: Mars Chocolate North America
Entrant Company: BBDO New York
Creative Agency: BBDO New York/ AMV BBDO
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY), Alex Grieve (AMV BBDO)
Creative Director: Peter Kain/ Gianfranco Arena (Executive Creative Directors), Scott Mahoney/ Dan Oliva/ Charlotte Adorjan/ Matt Swinburne
Art Director: Alan Wilson/ Morgan Hoff
Copywriter: Diccon Driver/ Larissa Magera
Account Executive: Kirsten Flanik/ Susannah Keller/ Julien Lemoine/ Lisa Piliguian/ Tani Corbacho/ Elizabeth O'Connor/ Jacob Plastina/ Richard Moloney/ Luke Slater/ Phillipa Field (account Team)
Sector: 38263
Account Manager: Crystal Rix/ Annemarie Norris/ Christina Stoddard/ Brian Brydon/ Nicola Willison (Planning Team)
Production Company: MJZ
Producer: Eriks Krumins (Senior Executive Producer), Emily Skinner (Producer)
Date of Release: 2020-01-29
Director: Tim Kuntz
DOP: Linus Sandgren
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.
Editing Company: Mackenzie Cutler
Editor: Gavin Cutler/ Panela Petruski, Megan Heard (Asst Editor)
VFX Company: The Mill
Music Company: We Are Walker
Other Credits: Amy Wertheimer (Group Executive Producer), Sarah Knowlton (Associate Producer), Julia Millison/ Melissa Chester (Music Producer)
Other Credits: David Zander (President), Brock Haughton (Production Designer)
Other Credits: Gina Pagano (Executive Producer)
Other Credits: Mix: Heard City , Keith Reynaud (Sound Mixer)
Other Credits: Color: Company 3 , Tim Masick (Colorist)