The team was given the seemingly simple task of coming up with social content for a brand during the COVID-19. The brief: ask people to stay home during the lockdown, and make sure we use the line: You're Not You When You're Hungry. This was a huge challenge because 1) I did not want to seem exploitative of the situation, and 2) use of the word "hungry" in ads is unthinkable, since the economy is down, people are losing their jobs, and a vast majority of the Philippine population is literally unable to eat during the lockdown.
The creative team found a way to highlight both the Snickers brand, and the best thing about staying home - being you. A twist to Snickers' famous tagline "You're Not You When You're Hungry", the series of social posts shares the amusement of missing out on office pet peeves while being your truest self when staying at home.
The social media campaign on Facebook 'you stay you when you #stayhome' is growing into a crowdsourced effort, as people fill in the blanks and share their own relatable and comical stories, which are being turned into relevant, nonstop content.
“BBDO Guerrero’s twist on the Snickers global line couldn’t have come at a better time. This campaign of humorous posts is exactly the positive boost our consumers need.”
- Marilyn Chew, Snickers Senior Brand Manager
“We thought it would be good for the brand to champion the positive side of working from home. And as the team discovered, there are definitely some upsides to the situation.”
- David Guerrero, Creative Chairman BBDO Guerrero
Agency: BBDO Guerrrero
CCO: David Guerrero
ECD: Federico Fanti
Creative Director: Ali Silao
Copywriters: Gio Gamban, Mica dela Rosa
Art Directors: Gab Bernal, Jox Gonzales
Account Director: Karen Go
Account Supervisor: Regie Ucang