Snickers Hungerithm

The Internet gets a little angry when it's hungry. So we created an algorithm that assessed online mood every 10 minutes and adjusted Snickers prices accordingly across Australia.

A global rollout began in 2017, with the U.S. and Mexico up first:

Campaign elements included reactive social, digital OOH and these impressively robotic live price updates from a guy we made up:

CO-CREATIVES:

Jackson Harper and Shannon Crowe

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2020 Campaign Brief – Australian Campaigns of the Decade

2018 Cannes – Bronze (Creative Effectiveness)

2017 Cannes – Titanium Finalist

2017 Cannes – Gold (Cyber, Use of Social Data & Insight)

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2017 Cannes – Gold (Mobile, Real-Time Response)

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2017 Cannes – Gold (Mobile, Social Business)

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2017 Cannes – Gold (Direct, Real-Time Response)

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2017 Cannes – Gold (Media, Use of Real-Time Data)

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2017 Cannes – Gold (Direct, Use of Real-Time Data)

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2017 Cannes – Silver (Promo + Activation, Use of Digital Platforms)

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2017 Cannes – Silver (Promo + Activation, Real-Time Response)

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2017 Cannes – Silver (Cyber, Food & Drink)

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2017 Cannes – Silver (Cyber, Social Business & Commerce)

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2017 Cannes – Silver (Cyber, Real-Time Response)

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2017 Cannes – Silver (Mobile, Social Trends)

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2017 Cannes – Silver (Mobile, Integrated Campaign)

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2017 Cannes – Silver (Media, Use of Data Driven Insight)

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2017 Cannes – Silver (Direct, Food & Drink)

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2017 Cannes – Bronze (Integrated, Integrated Campaign)

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2017 Cannes – Bronze (Promo + Activation, Food & Drink)

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2017 Cannes – Bronze (Promo + Activation, Integrated Campaign)

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2017 Cannes – Bronze (Cyber, Integrated Multi-Platform Campaign)

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2017 Cannes – Bronze (PR, Real-Time Response)

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2017 Cannes – Bronze (Direct, Use of Digital Platforms)

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2017 One Show – Gold (Branded Social / Real-Time Response)

2017 One Show – Silver (Mobile)

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2017 One Show – Silver (Websites)

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2017 One Show – Silver (Digital)

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2017 One Show – Bronze (Data Driven Personalization)

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2017 One Show – Merit (Branded Social)

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2017 One Show – Merit (Social & Viral Marketing)

2017 D&AD – Wood Pencil (Best Use of Social Media)

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2017 Webby Awards – Best Mobile Campaign

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2017 Webby Awards – Best in Food & Beverage

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2017 Adweek Media Plan of the Year

2017 Effies – Gold (Branded Content)

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2017 Effies – Bronze (Media Innovation)

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2017 Effies – Bronze (Food)

2016 Clios – Bronze

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2016 Inaugural Twitter Awards – Gold

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2016 MIXX Awards – Gold 

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2016 Spikes Asia Awards – Grand Prix (Media)

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2016 Spikes Asia Awards – Grand Prix (Mobile)

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2016 Spikes Asia Awards – Gold (Mobile/Data Insight)

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2016 Spikes Asia Awards – Silver (Integrated Media)

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Best Ads on TV:

Ad of the Week

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Creativity Pick of the Day

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Fast Company Top 5

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Featured in the Deck of Brilliance

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