Snickers ‘Hunger Support’ Campaign Wins Four Awards in MMA SMARTIES MENA 2020

Snickers ‘Hunger Support’, made collectively with electriclimefilms, IMPACT BBDO, Mediacom UAE, Xaxis UAE and InMobi, was awarded with four categories in the MMA SMARTIES MENA 2020 — the coveted Best-in-Show, Gold in Innovation, Gold in Machine Learning and AI and Silver in Customer Experience. 

The MMA SMARTIES MENA Awards jury, consisting of marketing thought leaders in MENA, voted on several remarkable campaigns after a thorough evaluation process with more than a hundred submissions. Leading independent marketing cloud InMobi was recognised with a total of 15 awards across different categories, consisting of impactful, innovative campaigns by various leading consumer brands. 

Last August, the Snickers ‘Hunger Support’ campaign and film production by electriclimefilms was nominated as a finalist in three categories at AD STARS 2020: Media, Creative eCommerce and Data Insights. 

Boutique film house electriclimefilms, comments: “As we celebrate the successes of and inspiring creativity from our industry partners, we’re absolutely honoured and ecstatic to be a part of the brilliant Snickers campaign! Moving forward, we will continue working tirelessly to produce films of the highest quality, with compelling narratives, for ground-breaking campaigns.” 

With two brand films, Hunger Support ‘Confused’ and ‘Savage’, the campaign plays on Snickers’ famous motto that relates hunger strikes with personality issues — shedding light on impacts of hunger issues as well as addressing the ‘problem’ and ‘consequences’ through therapy. 

The concept portrays the Snickers bar as the remedy and saviour to exaggerated plights that follow when one is hungry — sending the message that nothing unfortunate will happen as long as you have a bar with you. 

Both films are set in a sombre, grungy basketball court where the same support group has gathered to speak up about their over-dramatised hunger experiences: a father bringing back the wrong child from the park; a teenager unplugging his grandfather’s life support. 

The humour of the films, however absurd, entertains viewers while also leaving a lasting afterthought: who are we when we are hungry? 

electriclimefilms, with offices in Singapore, Dubai and Sydney, constantly strives to bring an expression of art to commercial film through innovation and vision; to produce beautifully crafted and cinematic stories with holistic approaches. Established in 2010, it represents emerging international Directors and Cinematographers from diverse artistic disciplines.