Case study: How fame made Snickers' 'You're not you when you're hungry' campaign a success

James Miller, global head of strategy for Mars at BBDO, explains how fame has been a key driver in making Snickers' six-year global campaign so effective.

Creating global communication platforms is a tricky business. Creating ones that endure and are celebrated for their creativity and effectiveness is trickier still.

Over the past six and a half years, Snickers’ "You’re not you when you’re hungry" has won awards at every major creative gathering, including Cannes Lions, The One Show, D&AD and the Emmys. It has also scooped every major effectiveness award, including two Effectiveness Lions, an IPA gold, and global and local Effies and AME Awards.

Read more at Campaign Live.