Snickers Points Out New York Design Flaws In Ad Campaign

Snickers door
  • Article by Amy Bradney-George
  • May 13, 2015 at 3:11 PM

Snickers have turned to New York City for inspiration in their latest ad campaign, pointing out practical design flaws across the city and suggesting they are “hungry mistakes”.

The campaign has made use of interesting design errors such as doors where the lock is blocked by a handle and an arm railings placed upside down, placing stickers nearby that show a Snickers and the statement: “You Make Mistakes When You’re Hungry”.

The chocolate bar brand has also taken to social media with the campaign, encouraging people to share their own #HungryMistakes and has received hundreds of “likes”, comments and re-tweets for its images around NYC.

The confusing design quirks are not unique to New York either. These impractical features are found all around the world and are known as “Thomassons” in architectural circles – a term coined by Japanese artist Akasegawa Genpei in the 70s. In a 99% Invisible podcast about these city quirks, Roman Mars explains that they are often a sign of the way cities “evolve slowly over time”. “Buildings and structures get added and renovated and removed, and in this process, bits and pieces that get left behind. Vestiges,” he says. “Just as humans have tailbones and whales have pelvic bones, cities have doors that open into a limb-breaking drop, segments of fences that anyone can walk around, and pipes that carry nothing at all.”

Thomassons fascinate people everywhere, but they’re not something every brand would think to utilise in a guerrilla advertising campaign.

Award-winning advertising agency BBDO developed the Snickers #HungryMistakes campaign as part of a series that explores what hunger does to you.

Another promotion included in the series tells people “You’re not yourself when you’re hungry” and features videos and posters of people who are turned into other things or have their gender flipped when they’re hungry.

Images: Snickers pictures, source: Snickers on Twitter.

Snickers bike
  • May 28, 2015 at 1:16 PM

    […] for the show. Similarly, big brands have created hashtags for their marketing campaigns, such as Snickers’s #hungrymistakes tag that encourages people to share obvious errors in designs or their own mistakes, and creates […]