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2020 One Show - Social Media

Fix The World

Agency AMV BBDO / London + BBDO / New York + MJZ / LA & London

Client Snickers
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About the Work

For the 10th anniversary of ‘You’re not you when you’re hungry’, we went big. Seeing a world that’s more out of sorts than ever, we hatched a plan so stupid it might just work—dig a hole and feed it a giant SNICKERS to fix the world. It all started with a tweet from GUINNESS WORLD RECORDS™ announcing that we’d just made the world’s largest SNICKERS bar, and had big plans for it. Our teaser campaign featured people ‘digging’ in hopes of solving modern-day problems like “talking on speakerphone in public”. We engaged fans on Twitter with “why do you dig?” polls, listing reasons from quinoa milk to micro-influencers. Our Super Bowl commercial featured a singing crowd watching a giant SNICKERS get lowered into a hole, thus ‘fixing the world’. Post-launch, we took to Twitter to claim credit for the good that ensued – like a half-time show sans wardrobe malfunction—resulting in #SnickersFixedTheWorld trending nationally. In the weeks following, we continued to lay claim to real-time good news – from the end of Netflix autoplay, to an asteroid missing earth. Consumers joined in, tweeting #TheSnickersHoleIsWorking wherever they saw good news, and expressing hope that certain politicians would “fall in” the hole.