In the summer, Snickers launched a global campaign that built on the well-known and popular campaign message "You're not you, when you're hungry". In this connection, Snickers developed a new design for their packaging that associated a unique word with each chocolate bar. The words were, for example, "Irritable" or "Grumpy" - and it was common that the words described the feeling many people get when they are hungry. The new bars gave rise to the "Hunger Apology" campaign concept, where we had to encourage via influencers to apologize for our bad mood as a result of hunger with a suitable bar. For the task, we cast influencers who hit the target group of 25-35 year olds, urban trendsetters. The keywords were commitment and humour.