Snickers + Sports Illustrated

Our challenge was to extend Snickers “You’re not you when you’re hungry” campaign to one of America’s most iconic magazine issues: the Sports Illustrated Swimsuit Issue. In addition, we wanted to highlight “hunger bars”, a limited time promotion where Snickers wrappers were re-labeled with various hunger symptoms.

Our solution was a campaign that imagined what could have gone wrong if those responsible for staging and retouching the swimsuit models were doing their jobs while hungry. Each ad looked like a typical photo in the magazine, but with one glaring mistake.

Because the 'Retoucher' print ad challenged people to find all retouching mistakes, it was natural to extend the campaign into digital and challenge the internet as well.

"In terms of current projects I admire, the new Snickers “Bad Photoshop” print ad and “The Big Short” are both brilliant because they’ve each created a new type of conversation. It’s so hard to bring a fresh perspective to print advertising, and Snickers did it big time." — Daniel Barak, VP Creative Director at Deutsch LA in an interview he did with Luerzer's Archive. 

Adweek Interview with me — BBDO Art Director Tells Us All About Snickers' Absurdly Photoshopped Swimsuit Model

Adweek : "Trends That Drove Some of 2016's Best Marketing."


Featured in Lürzer's ArchiveAdweek, Creativity-Online, The Drum, Design Taxi, 9GAGMirror UKReddit, Metro UKYahoo! News, The Sun, Ads of the World, The TelegraphAdland, Little Black Book, Cosmopolitan, Bored Panda, Elite DailyW&V, La ReclameRefinery29, Hello Giggles, The InspirationZooey Deschanel, Le Book, adeevee, Exame, BTBokeh Digital Rev., attn:


Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Office, New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Senior Art Director: Florian Marquardt
Senior Copywriter: Rodrigo Linhares
Executive Art Producer: Betsy Jablow
Project Producer: Albert Hajduk
Print Producer: Len Rappaport

Global Account Director: Susannah Keller
Account Director: Josh Steinman
Account Manager: Nick Robbins
Planner: Alaina Crystal

Photographer: Vincent Dixon