| Title | AUSSIE BUILDERS |
| Brand | MARS CHOCOLATE AUSTRALIA |
| Product / Service | SNICKERS |
| Category | D04. Live Advertising & Events |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Media Agency | STARCOM MEDIAVEST GROUP Melbourne, AUSTRALIA |
| Production Company | THE SWEET SHOP Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| James Mcgrath | Clemenger BBDO Melbourne | Creative Chairman |
| Ant Keogh | Clemenger BBDO Melbourne | Executive Creative Director |
| Andre Hull | Clemenger BBDO Melbourne | Copywriter |
| Lee Sunter | Clemenger BBDO Melbourne | Art Director |
| Jennifer Chin | Clemenger BBDO Melbourne | Group Account Director |
| Tim Clark/Berlin Abraham And Sam Ayre | Clemenger BBDO Melbourne | Account Director And Account Management |
| Lisa Moro | Clemenger BBDO Melbourne | Agency Senior Tv Producer |
| Matt Pearce | Clemenger BBDO Melbourne | Strategic Planner |
| Michael Derepas | Clemenger BBDO Melbourne | Planning Director |
| Chris Baker | Clemenger BBDO Melbourne | Account Executive |
| Nick Kelly | The Sweet Shop | Director |
| Wilf Sweetland | The Sweet Shop | Managing Director |
| Edward Pontifex | The Sweet Shop | Executive Producer |
| Nikolas Aulich | The Sweet Shop | Producer |
| Andrew Dunlop/Chas Mackinnon And Jimmy Harmsworth | Freelancers | Cameraman |
| Graeme Pereira | The Butchery | Editor |
| Eugene Richards | The Refinery | Flame Artist |
| Matthew Graham | Mars Chocolate Australia | Marketing Director |
| Brad Cole | Mars Chocolate Australia | Group Marketing Manager |
| Stevo Williams | Flagstaff Studios | Sound Designer/Engineer |
We took over a construction site in the busy Melbourne business district - a destination of over 100,000 daily commuting workers. The builders on the site were replaced with actors, we then we flipped their stereotypical behaviour, by having them shout out empowering statements to unsuspecting members of the public, and bring the 'You're not you when you're hungry' campaign idea into the real world. The outdoor ambient was then filmed and distributed as content to key blogs, websites and seeded with influential mass media outlets. It was seen by an audience of 3.5 million, in 194 countries and shared over 680,000 times.