The Internet is hungry in latest Snickers campaign via Thinkerbell

Mars Wrigley’s Snickers’ latest campaign has put a spin on its brand platform, ‘You’re not you when you’re hungry’, by making The Internet hungry via independent agency Thinkerbell.

The ‘The Internet is not The Internet when it’s hungry’ campaign contains glitched internet ads on platforms such as YouTube, Snapchat, and Twitch.

In the launch video, a sports broadcaster informs the “target audience” that data is disappearing from the Internet, making it hungry. The video then shows glitched ads across the web. It ends with the line: “Don’t get hungry, like the internet. Have a Snickers”.

Thinkerbell’s executive creative tinker, Tom Wenborn, said: “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.”

Mars Wrigley’s portfolio marketing director Richard Weisinger commented: “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 campaign will be online across social media platforms and general news and food sites.

Thinkberbell’s previous work for other Mars brands includes Mars Wrigley’s gum brand Extra, with the ‘For When It’s Time‘ campaign.

Thinkerbell was recently appointed as the sole creative partner for Lion.


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

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

Media, Mediacom


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