Hunger was a good place to start


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How do you create an idea with the enduringly universal appeal of ‘You’re Not You When You’re Hungry'?

It’s been called the greatest global ad campaign of all time. Today at LIONS Live, Mars and BBDO shared the rules that have kept executions of the ten year-old idea flawlessly relevant:

If you wouldn’t tell your friends at the pub about it, it’s not funny enough.

If you wouldn’t tell your grandma about it, it’s not inclusive enough.

If you can’t easily explain it to others, it’s not simple enough.

Tune in for more secrets from inside phenomenally successful work tomorrow at 2:00 PM BST.


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