Snickers Makes the Headlines in Cannes

With all the free rose on offer and a continuous gauntlet of meetings it can be hard to remember to eat in Cannes. But cross paths with the creative team at CLM BBDO Paris on the Croisette this week and you’ll be forced into thinking about your belly thanks to an in-your-face ambush advertising promotion for the agency’s Mars client.

Creative directors Olivier Lefebvre and Benjamin Marchal have been sporting Snickers branded tee shirts throughout the week which feature their own original one liners for the ongoing you’re not you when you’re hungry campaign.

Piggybacking on the back of the Cannes Lions festival awards ceremonies and social events this week some of the clever taglines include: "Champagne! I'm longlisted!", “I’d rather win an Epica”, “I’d rather have 2 bronzes than 1 gold” and “I came to Cannes to take some rest”.

The pair thought up the idea around four months ago and the campaign goes beyond the branded clothing to ignite conversations in the South of France.

“It consists of tee shirts with various headlines, a print ad in the Cannes Lions dailies, do not disturb-style hangers in the Martinez requesting a wake up call and a van sporting one of the campaign slogans,” explains Lefebvre.

“The client is really happy - over the years they’ve been to Cannes and won Advertiser of the Year, so they’re really happy to be part of the festival via this ambush campaign.”

The activation has also received approval from BBDO New York’s creative honcho and shots’ ad icon for issue 150, David Lubars. The CLM CDs previously created a TV spot series for the brand's you're not you when you're half hungry campaign for Snickers Minis.

 Yesterday (Thursday 18 June) the ambush campaign was taken to a new level when a plane dragging a branded banner flew over the Croisette. If you missed it, it's due to take to the air again this afternoon to hit the message home so keep an eye out as you sip on your liquid lunch.

The pair briefed us (below) about the week's plan of action over Z Plage's famous burger before they left to pick up a gold Lion for their recent work for Guy Cotten.