Streaming with Snickers

Created with MARS
Snickers wanted to reposition themselves as the hanger snack of choice among the convenience-oriented Millennial & Gen-Z audience.

The Approach

Aligning snacking with binge-watching snackable VICE content, we developed the idea of using VICE playlists and custom pre-roll interstitials as a vehicle for promoting Snickers as a convenient re-fueler across all VICE channels.

The *unhinged* interstitials centered around a single protagonist navigating a bizarre set of hunger symptoms, speaking to the immersive nature of our custom playlists while hitting on key Snickers brand messaging.
Each was paired with each passion-centric playlist: top performing content in sports, gaming, and entertainment. Treating the spots as a binge watcher’s palate cleanser, we leaned into the zany kitsch typical of our VICELAND interstitials, keeping each surreal and dynamic to keep viewers energized.

Role: Creative concept, development, casting and art direction  

Mitzi gets carried away at the easel.

Mitzi is asked tough questions about tools.

Mitzi has trouble centering herself.