We're extremely honoured and thrilled to announce that Snickers ‘Hunger Support’, made collectively with IMPACT BBDO, Mediacom UAE, Xaxis UAE and InMobi, was awarded four categories in the MMA SMARTIES MENA 2020 — the coveted Best-in-Show, Gold in Innovation, Gold in Machine Learning and AI and Silver in Customer Experience.
The MMA SMARTIES MENA Awards jury, consisting of marketing thought leaders in MENA, voted on several remarkable campaigns after a thorough evaluation process with more than a hundred submissions. Leading independent marketing cloud InMobi was recognised with a total of 15 awards across different categories, consisting of impactful, innovative campaigns by various leading consumer brands.
Last August, the Snickers ‘Hunger Support’ campaign and film production by electriclimefilms was nominated as a finalist in three categories at AD STARS 2020: Media, Creative eCommerce and Data Insights.
As we celebrate the successes of and inspiring creativity from our industry partners, we’re absolutely honoured and ecstatic to be a part of the brilliant Snickers campaign! Moving forward, we will continue working tirelessly to produce films of the highest quality, with compelling narratives, for ground-breaking campaigns.
With two brand films, Hunger Support ‘Confused’ and ‘Savage’, the campaign plays on Snickers’ famous motto that relates hunger strikes with personality issues — shedding light on impacts of hunger issues as well as addressing the ‘problem’ and ‘consequences’ through therapy.
The concept portrays the Snickers bar as the remedy and saviour to exaggerated plights that follow when one is hungry — sending the message that nothing unfortunate will happen as long as you have a bar with you.
Both films are set in a sombre, grungy basketball court where the same support group has gathered to speak up about their over-dramatised hunger experiences: a father bringing back the wrong child from the park; a teenager unplugging his grandfather’s life support.
The humour of the films, however absurd, entertains viewers while also leaving a lasting afterthought: who are we when we are hungry?
Watch both quirky pieces here. Learn more about the behind-the-scenes moments here.
Words by: Content Manager Cleo Yong
Client | Snickers / Mars
Media Agencies | Mediacom UAE and Xaxis UAE
Client Managing Director: Mahmoud Maghraby
Associate Director: Aamar Kulkarni
Media Manager: Ahmed Shorty
Media Planner: Ivana Sayegh
Creative Agency | Impact BBDO
Senior Account Manager: Salma Shahin
Regional Business Lead: Frances Mccabe
Account Executive: Emma Randall
Chief Creative Officer: Paul Sherer
Creative Director: Tres Colacion
Copywriter: Simone Milani
Agency Producer: Ann Amparado
Snickers Brand Manager: Ibrahim El Tawil
Brand Director: Mohamed Mahdy
Crew |
Director: Damiano Fieramosca
DOP: Elias Trad
Executive Producer: Michael Ahmadzadeh
Senior Producer: Chaza Said
Assistant Director: Zeus Merhi
Production Assistant: Alia Abouraya
Production Runner: Layal Mooti
1st AC: Roger Schram
2nd AC / VTO: Jai
DIT / BTS: David Ibragimov
Sound Recordist: Simon Charles
Gaffer: Sherif Mohammed
Grip Assistant: Abid
Sparks: Sanni, Amir, Hasnen
Wardrobe: Tina Choie
Hair & MU Artist: Sarah-Jane
Props Master: Anna Shpaltakova
Props Assistant: Aldous Canda
Editor: Alia Abouraya
Casting Director: Rine-Dala Nahas
Talents: Ayman Assas, Assyl Yacine, Motasem Abu Ghazaleh, Misbah Chowdhury, Chijoke Peters Onu, Lashelle Roundtree, Stavros Antypas & Tala Hammash
Equipment Rental: Gamma Engineering
Filmed in Dubai.