INSIGHT |  ”Thicc” (pronounced “tick”): an inescapable meme and internet speak for curvy. People soon began using it as a positive modifier. We owned it.

INSIGHT | ”Thicc” (pronounced “tick”): an inescapable meme and internet speak for curvy. People soon began using it as a positive modifier. We owned it.

SNICKERS | April Fool's Day

Physical + Digital Stunt

 

PROBLEM:
Snickers wanted to trick their fans on April Fool's Day. So does every other brand, though, so I pitched them something I thought would gain some attention.

 

SOLUTION:
Enter THICC•ERS, the dumbest line of candy bars I could ever think of. They’re thicc, satisfying and fat in all the right places.

 

 

BILLBOARD | Most April Fool’s Day pranks are strictly social, so to increase believability and drive online curiosity and conversation, we dropped huge outdoor ads all over cities and campuses. We left them up for a month.

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SOCIAL | We also reskinned all of your channels to promote the new THICC•ERS, using paid and organic posts to drive interest. People were clownin’ about it.

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ART DIRECTOR | Craig Meyer