Snickers Found Amusing Fails Around NYC and Put These Stickers Next to Them

Fun, site-specific OOH

Headshot of Tim Nudd

BBDO New York continues its run of great work for Snickers with this irresistible out-of-home campaign, in which the candy brand found goofy mistakes all around New York City—and put stickers next to them that read, "You make mistakes when you're hungry."

The fails are curious and amusing in their own right, of course, which is what makes this idea work so well. Adding a little snarky sticker caps them off perfectly. It helps that Snickers has had affection for people's mistakes for a long, long time.

The agency tells us the creatives scouted for mistakes throughout Manhattan and Brooklyn over the past few weeks and selected the most absurd ones for the campaign. For instance, the flipped tiles in the subway were found on at a 4-train stop. The door sign (Enter, Do Not Enter) was found in the entrance of a building in Williamsburg. The "7st floor" sign was in a commercial building in Midtown.

The campaign extended to social media, as the brand encouraged fans to share any #hungrymistakes they found or had made themselves.

UPDATE: Some readers have suggested that, as clever as this campaign is, it could be illegal. Animal New York contacted the MTA on Thursday, and a spokesperson there said: "Creative campaign, but it's vandalism."

BBDO told AdFreak that the stickers were only up long enough to photograph and were then removed. The agency says: "These were easy-to-peel-off stickers that were only up for a short period of time in order to capture the images included with real people in front of real mistakes. The branded stickers were taken down shortly after."

More images plus credits below. Click to enlarge:


Client: Snickers

Agency: BBDO New York

Chief Creative Officer, BBDO Worldwide: David Lubars

Chief Creative Officer, BBDO New York: Greg Hahn

Executive Creative Director: Gianfranco Arena

Executive Creative Director: Peter Kain

Senior Art Director: Bianca Guimarães

Senior Art Director: Florian Marquardt

Senior Art Director: Fernando Mattei

Senior Copywriter: Rodrigo Linhares

Photographer: Billy Siegrist

Managing Director: Kirsten Flanik

Global Account Director: Susannah Keller

Account Director: Joshua Steinman

Account Manager: Dylan Green

Group Planning Director: Crystal Rix

Senior Planner: Alaina Crystal

@nudd Tim Nudd is a former creative editor of Adweek.