brand snickers
campaign rota dos sintomas

Building on Snickers’ iconic “You’re Not You When You’re Hungry” platform, this campaign turned a universal hunger truth into a very Brazilian cultural insight: hunger has different “symptoms” depending on where you are. While people in São Paulo might get “emburrado,” in Rio they get “bolado,” in Paraná “tongo,” and in Rio Grande do Sul “esgualepado.” Snickers took these regional expressions to the road with "Rota dos Sintomas,” an OOH campaign across highways and airports connecting different parts of Brazil. By celebrating the richness of Brazilian language, the brand made its global platform feel even more local & culturally relevant, while reinforcing one simple truth: no matter what you call your hunger, Snickers is the solution.

overview

agencies & companies

Mars Brasil
DPZ Agency