The creative beauty of data: From Clemenger’s Snickers Hungerithm to Wales’ territorial police
Freelance creative strategist Antony Giorgione presents three examples which demonstrate how creative and data are no longer contradictory terms.
We have thankfully moved on from the days when the mere mention of data would make a creative think of focus-group testing and blanche. In this piece, I would like to present three disparate examples that demonstrate where the relationship between creative and data currently resides.
The first is one many of us are already familiar with – Snickers Hungerithm by Clemenger BBDO Melbourne. This campaign has received accolades from around the world and justifiably so, it is an inspired response to a brief.
Hungerithm is the dynamic pricing of Snickers bars at 7-Eleven stores, derived from an ongoing analysis of social media. A lexicon of 3,000 words was cross-referenced against the language used within 14,000 social media posts, and an algorithm was developed to measure the cumulative mood of the selected posts.
The angrier the messaging, the lower the price point on a Snickers bar.
