The Snickers “Hungry, Hungry Humans” activation brought a bold, playful twist to the Life is Beautiful Festival in Las Vegas, celebrating creativity, culture, and the launch of four new Snickers flavor variants. Inspired by the classic game Hungry, Hungry Hippos, the life-sized experience invited festivalgoers to compete as “human hippos,” diving into the action for prizes and sweet satisfaction.

The space featured a vibrant sampling tent, custom brand ambassador tees “You’re a Hot Mess When You’re Hungry”, and neon-inspired visuals that perfectly matched the festival’s electric atmosphere. Integrated social content and giveaways helped extend the excitement online, driving major engagement and festival buzz.

Recognized across event and marketing publications for its creative approach to experiential branding, the activation turned Snickers into a festival favorite—proving that life (and music) really is more satisfying when you’re not hungry.

HUNGRY, HUNGRY HUMANS

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THE HUNGRY, HUNGRY HUMANS EXPERIENCE

The Hungry, Hungry Humans game brought the Snickers brand to life through fast-paced fun and friendly competition. Each quadrant of the oversized inflatable arena represented one of Snickers’ four flavor variants, Classic, Crisp, Hazelnut, and Almond. Players became “human hippos,” racing against the clock with just 60 seconds to dive, slide, and grab as many inflatable Snickers bars as possible, returning them to their team’s quadrant before time ran out.

Combining nostalgia, movement, and pure chaos, the game turned Snickers’ famous “You’re Not You When You’re Hungry” message into a laugh-out-loud, full-body experience. Surrounded by bold Snickers branding, music, and lights, the activation drew huge crowds, with fans cheering, snapping photos, and sharing their wins online—making Snickers the undisputed snack hero of the festival.