The company for this assignment was SNICKERS. I was working on material for their “YOU’RE NOT YOU WHEN YOU’RE HUNGRY” campaign. The campaign’s idea is that hunger can cause people to act out of character, leading to “hangry” behavior, with Snickers being the solution to restore themselves back to normal.

I started this project by diving deeper into the campaign message and who the target audience is. The campaign incorporated humorous scenarios and characters to portray this behavior, so I began looking into popular characters that would fit with the message and many could identify with. However, I also needed to find a way to make it understandable for all audiences. In an effort to make the ad more universal, I chose to put her (Harley Quinn) on a different body and add in the zombie-like appearance. I also added in the knife and fork for effect, as to suggest she is considering eating that person for dinner. I chose this setting to give it some depth and with the person dropped out of focus in the foreground, it kept the focus on her and the slogan. I tied everything together with the logo and their additional tagline at the bottom.

Illustrator, InDesign