“Snickers just put the most epic Photoshop fail on the back of SI’s Swimsuit issue” (Adweek)
“Sports Illustrated’s Bikini Issue cover is all messed up, thanks to Snickers” (Creativity)
The ads were featured on both sides of Sports Illustrated swimsuit issue’s back cover.
They showcase what could have gone wrong if those responsible for staging and retouching the swimsuit models were doing their jobs while hungry. Each ad looked like a typical photo in the magazine, but with one glaring mistake.
In addition, we wanted to highlight “hunger bars”, a limited time promotion where Snickers wrappers were re-labeled with various hunger symptoms.
In the ad ‘Retoucher’ we created 11 mistakes and encouraged people to spot them on social media.