PromaxBDA UK 2018 GOLD WINNER
Best Sponsorship Integration
PromaxBDA Europe 2018 GOLD WINNER
Best On-Air Consumer Tie-In/Brand Integrated Spots
FAB Awards 2018 FABULOUS and FAB WINNER
Guerilla Marketing
FAB Awards 2018 SILVER WINNER
Best Use of Media
Creative Circle Awards 2018 SILVER WINNER
Best Branded Entertainment – Digital, Direct + Experiential Category
“You’re Not You When You’re Hungry”
Dave is one of Britain’s most iconic and best loved TV channels, showing programmes like Taskmaster, Red Dwarf XII and Go 8 Bit. But what happened when the channel got hungry?
For three days in a row at exactly 3.28 pm – the hungriest time of day – Dave got a bit confused and turned into a completely different channel called Rupert. Rupert, a pontificating, polo-playing, slipper-wearing square, changed the schedule and started showing out-of-character nonsense like the art appraisal show ‘Private Collections‘, the International Chess Championships in ‘Battle of The Boards‘ and the vintage film noir ‘Ni Pour L’Amour Ou L’Argent’. Rupert also interrupted Dave’s social media feeds and took over the channel’s outdoor advertising. With viewers as confused as the channel, SNICKERS stepped in to fix Dave’s hunger and sort out the broadcasting slip-up.
As part of the iconic ‘You’re Not You When You’re Hungry” campaign ad agency AMV BBDO commissioned UKTV Creative to create the three 60″ TVCs to play out in commercial airtime, as well as Rupert channel branding and social media assets. The TVCs were created using a combination of shot footage, stock and design elements.
Credits
Project: Dave Snickers Partnership
Director: Paul Philpott (UKTV)
Producer: Daniel Wimborne (UKTV) and Trish Russell (AMV)
Shoot Producer: Holly McIvor (UKTV)
Production Company: UKTV
Client: Christoph Weber – Snickers UK Brand Director
Creative Agency: AMV BBDO
Creative Director: Rosie Arnold
Copywriter: Michael Hughes
Art Director: Dalatando Almeida
Agency Planner: Alaina Crystal & Elly Fenlon
Agency Account Man: Lou Woolf, Philippa Field & Aliya Brijnath
Media Agency: Mediacom & Zenith Optimedia
