You’re Not You When You’re Hungry
Snickers
Some campaigns become platforms. You're Not You When You're Hungry is one of the handful that became a genuine piece of global culture — running in 54 countries, recovering market share equivalent to over $376 million worldwide, and winning multiple Effectiveness Lions at Cannes, IPA Gold, and global Effie Awards since its launch in 2010.
The platform was already iconic when I joined it. What we brought was new ways to extend it without diluting it — expanding the campaign's comic logic to characters like Godzilla and the Headless Horseman, and helping develop the print and OOH work that carried it into international markets.
Years after one of my Halloween spots aired, Calvin Harris remixed it. An unsolicited act of cultural appreciation that said more about the work's staying power than any award could.
Working inside a great platform isn't the same as building one from scratch. It requires a different discipline — knowing which ideas honor the original thinking and which ones only seem to.
The platform was already iconic when I joined it. What we brought was new ways to extend it without diluting it — expanding the campaign's comic logic to characters like Godzilla and the Headless Horseman, and helping develop the print and OOH work that carried it into international markets.
Years after one of my Halloween spots aired, Calvin Harris remixed it. An unsolicited act of cultural appreciation that said more about the work's staying power than any award could.
Working inside a great platform isn't the same as building one from scratch. It requires a different discipline — knowing which ideas honor the original thinking and which ones only seem to.