Hungry Swipes
Mars Chocolate North America
Issue 36 | September 2015
Agency
BBDO New York
Creative Team
Chief Creative Officer, BBDO Worldwide David Lubars Chief Creative Officer, BBDO New York Greg Hahn Executive Creative Directors Peter Kain, Gianfranco Arena, Tom Markham Creative Director John Heath Associate Creative Directors Christopher Cannon, Eduardo Peterson Art Director Zoe Kessler Copywriter Thomas Mandel Photographer Billy Siegrist
Date
April 2015
Background
People made bad decisions when they were hungry. And every day they made unfathomably bad decisions on the dating app, Tinder.
Snickers wanted to warn people not to Tinder while hungry.
Idea
Snickers created fake profiles on Tinder. If someone were to swipe right on one of the weird profiles, they would immediately match. Once the match was made, Snickers sent them a message stating that they had made a very questionable decision. They were then offered a chance to grab a Snickers and rethink their move, because 'You're Not You When You're Hungry'.
Results
Hundreds of hungry, single people were matched with the Snickers profiles. Snickers was able to directly get their message across to all of them in a personal chat. Most of them admitted to their bad decisions and learned a very valuable lesson.
Our Thoughts
The weird thing about Tinder is that there is an assumption every brand on the planet is trying to find a way to get in on the action. Not true. But maybe that's what went against this idea when it came up in front of the Mobile jury. Personally, I love how the BBDO NY creatives keep coming up with sparky new ways and places for Snickers to surprise us with their message. Worth a Bronze, we think.