Snickers’ You’re not you when you’re hungry appears to be a creative idea with no bounds, providing endless entertainment. After having fun with obnoxious plan behaviour, it has turned its sights on AI.
VML agency, T&P Powered By Mirum, presents images created by AI using prompts with errors from “hunger-confused” users.
“With its innovative essence, Snickers is constantly looking for ways to take its global concept to new heights. With that in mind, with the growing integration of artificial intelligence platforms in Brazil and around the world, we brought this new campaign. Brazil is the 4th country that uses AI the most and we took this into account in the development of the idea, bringing our brand to a context that continues to rise,” stated Denise Door, chief marketing officer of Mars Wrigley in Brazil.
“Brands focus on artificial intelligence tools; however, no one has yet explored the interaction of the user with this technology. And this creative, funny and unusual look is a trademark of Snickers”, added Gustavo Varandas, marketing manager of Snickers.
“Snickers talks about the effects of hunger on people’s behaviour. And this moment of broad debate about the use of generative artificial intelligence is the perfect opportunity to show how your prompts can also be affected. With the usual good humour that surrounds the brand’s communication, of course,” commented Filipe Matiazi, creative director of T&P.
Credits:
Client: Mars (Snickers)
Client Team: Denise Door, Gustavo Varandas, Andrea Davila & Sergio
Creative Agency: T&P Powered By Mirum
Chief Executive Officer: Robson Ortiz
Creative Director: Filipe Matiazi
Creative Coordinator: Victor Keiti
Creative Team: Filipe Matiazi, Victor Keiti, Thiago Gabardo, Daniel Mota & Ana Montagnoli
Production Manager: Paulo Setti
Motion Graphics Team: Bruno Reynaldo & Felipe Zenella
Content Team: Vanessa Vieira, Daniela Maccio, Rafaela Oliveira & Ana João
Social Intelligence Team: Amanda Lopes, Larissa Scremin, Juliana Luccas & Natanael Rosa
Strategy Team: Daniel Kiesel & Heloisa Guerniere
Account Director: Patricia Rogoski
Account Manager: Maryane Colombo
Account Executive: Juliana Teixeira
Media: Essencemediacom
Stills Production: Hogarth
Film Production: Magic Films
Audio Production: Canja
