Snacking has lost its play.

It is meant to be messy, loud and colourful, yet we’re snacking more, but enjoying less. We’re snacking because we’re stressed or while multitasking.

This universal insight drove our approach to transcreating this campaign for the Nigerian market where we saw an opportunity to create new rituals that intensify every snack and protect snacktime from becoming just another mundane part of the day. The models were intentionally on the younger side to emphasize the need for fun, add to that the vibrant colorway of the film and intuitive use of sound to drive home the message.