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It’s been called the most successful global ad campaign of all time. Snickers “You’re not you when you’re hungry” launched ten years ago. And in the decade since, it’s evolved, innovated, and helped an iconic but forgotten brand grow to become a global powerhouse.

Go behind the scenes with the team from BBDO and Mars, as they detail the origin of the campaign, its unique approach to a global rollout—a big idea expressed through unique local executions, and how they’ve adapted it to all kinds of new media channels--keeping it fresh yet consistent as it enters its second decade.