Snickers AI
Snickers · 2025
1 award: Cannes
Strategic insight
Fans won't invite brands into private group chats, but they will invite iconic talent. By positioning Snickers as the vehicle for peer-to-peer entertainment rather than advertising, the brand becomes a gift friends give friends, not a message consumers receive.
The Tech
An eight-layer AI architecture interpreted user inputs in real time to generate entirely unique responses, combining generative language trained on Mourinho's press conferences with facial synthesis and safety filters. Each video was bespoke; no two were identical across 10,000+ creations.
Earned Reach
Campaign delivered 444M earned media impressions, exceeding benchmark by 25%, with 111 pieces of PR coverage. Fans shared each video an average of 3 times organically on WhatsApp and closed platforms, and spent 2 minutes per interaction versus 1.3-second social benchmark.
