For the Life is Beautiful festival in Las Vegas, Snickers wanted to make a stir for its fans and for its new flavors: hazelnut, peanut butter, almond and crispy.

To engage these festival-goers, my creative team knew we needed something big. Something exciting. Something to feed their competitive side. 

We called it Hungry, Hungry Humans.

Inspired by the classic board game, our inflatible version had people leaping and diving to grab as many new Snickers flavors as they could from the center. The only thing holding them back? A tether, of course, and one minute on the clock. With my team, I developed the concept, rules and communication for this game and overall festival activation. 

To say it was a big hit would be (in my opinion) an extremely fair pun.