ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Integrated / Integrated - Campaign
Annual ID
ADC_INT17008M
About the Work
After the success of previous “You’re Not You When You’re Hungry” campaigns, SNICKERS wanted to bring their message to life in the most unpredictable way possible – by performing and broadcasting a Super Bowl commercial LIVE, in real time. The campaign began weeks before the game with a series of teaser films announcing Snickers’ LIVE Super Bowl commercial, starring Adam Driver. As anticipation built, Snickers went LIVE on Facebook and YouTube, with 36 hours of continuous, live-streaming, original content. The 36-hour live stream featured celebrities, user interaction, and hints about Snickers’ forthcoming Super Bowl spot. Then, during the Super Bowl, viewers witnessed a LIVE performance that unexpectedly fell apart at the hands of hunger. Viewers streaming the commercial live on second screens saw an exclusive extended version of the disastrous performance. And finally, the next morning, the commercial’s star appeared on TV to apologize for the hungry mishap.
2017 Awards
Total Points: 5
Merit Honor
Credits
Agency
BBDO / New York
Digital Agency
Fanscape / New York
Facebook Creative Shop / Menlo Park
PR / Marketing Agency
Weber Shandwick / Chicago
Production Company
O Positive / New York
Post Production Company
Arcade Edit/ Timber
Squad 47 / Silver Spring
Editing Company
The Beauty Shop/ Method/ Beast/ Company 3
Sound Production Company
Emoto/ One Thousand Birds
Media Company
Starcom / New York
Art Director
Brian Pinkley
Chief Creative Officer
David Lubars
Greg Hahn
Composer
John Adair
Creative Director
Scott Mahoney
Dan Oliva
Eduardo Alvin Cruz
Editor
Geoff Hounsell
Dan Maloney
Executive Creative Director
Peter Kain
Gianfranco Arena
Producer
Ralph Laucella
Marc Grill
Devon Clark
Crissy de Simone
Melissa Lubin
Adam Becht
Samantha Errico
Paul Schultz
Gloria Pitagorsky
Laura Dopp
Alex Fulton
Steve Greenstein
Rochelle Brown
Brack Hightchew
Stuart Robinson
Bennett Leiber
Blake Morrison
Sound Designer
Andres Velasquez
Andrew Tracy
Agency Producer
David Rolfe
Amy Wertheimer
Joe Croson
Andrew Osborne
Melissa Chester
Cinematographer
Mauro Fiore
Digital Artist / Multimedia
Tim Masick
Scott Bravo
Brian Benson
Music / Sound
Keith Reynaud
Adam Elf
John Scrapper Sneider
Aaron Kotler
Loren Silber
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