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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Featured Tomorrow

Watch Creativity in Action on Thursday 22 October for hidden stories from inside the world’s most famous Grand Prix and Gold-winning work.

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How did a game-changing piece of innovation from Doconomy empower people to become accountable for their consumption?

 
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Inside a five-year journey to smash toxic taboos and transform a small feminine care brand into a Titanium Lion-winner.

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How did McCann Tel Aviv hack IKEA products to make “the wonderful everyday” accessible to everyone?

 
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How did a daily newspaper stand up against political infighting and become a #1 trending topic?

SEE THE SCHEDULE
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