Snickers wanted to find a way to connect with increasingly digital and tech-savvy audiences in a topical way. The internet is a data-driven targeting machine, fed by third-party cookies. So in 2021 when they began disappearing from major online platforms, we saw an opportunity for a new way to express the famous "you're not you when you're hungry" platform.

Without its cookies, the internet gets hungry, and starts making weird mistakes... We flipped live targeting data of a select audience by regularly serving them confused custom ads that were wildly different to what they'd usually see. Watching some basketball? You'll love this set of collectable royal teaspoons! As well as search, we disrupted weather, time, and location data across banners, social ads, and prerolls with unusual messaging that stuck out to them like a sore thumb, over and over again.

From Twitch to Snapchat to Twitter and even online news platforms, our hungry ads reached over 12 million impressions, 4.2 million youtube views, and a 17% increase in view-through rate. All ads ended with the same call to action: Don't get hungry like the internet. Have a Snickers.

This campaign won a People's Voice Webby for Best use of Data Driven Media