This short film investigated Leon Lett’s infamous Thanksgiving Blunder. Turns out when the coach told the team to “Play Hungry” Leon thought he meant to play “Literally Hungry.” So basically he screwed on national TV up because was starving.

We released the film on Snickers social channels, and a microsite counter allowed fans to “Forgive Leon.

After he reached the goal of 25,000 forgives, we drove him around the Dallas Cowboys parking lot in a convertible. He was wearing a sash and proudly waved to people.

The best part was that the campaign genuinely seemed to give him closure.