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Communication Arts Advertising Annual (Award of Excellence)

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Everyone knows “You’re Not You When You’re Hungry”. Being hungry has got people into all kinds of trouble as a result, and until now there’s been no place for them to turn. So SNICKERS decided to help.

SNICKERS launched its own insurance to cover people for the mistakes they make because they were hungry. Paying out in SNICKERS bars to get them back to bring them. The first and only insurance of its kind, HUNGER INSURANCE paid out for literally anything, as long as it was down to hunger.

We worked with real underwriters to develop an A.I. bot to assess claims. People came to our website, SNICKERSHUNGERINSURANCE.COM, to tell us about their blunder. The bot judged the severity and frequency of the blunder, using keywords and Google data. Then factored in data like time of day, mood, location, to judge if it was because of hunger or not - to give a payout of between 1 and 50 SNICKERS - giving a mobile coupon redeemable at stores across the UAE.