ADC Awards
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Category
Innovation / Branded Content / Entertainment
Annual ID
ADC_ADV21_089M
About the Work
In the midst of an intensifying pandemic, nationwide protests and the craziest presidential election of our lives, the world’s most playful cookie decided to give the world some much-needed relief.
So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances.
Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity.
We first released a long-form film that followed the OREO Doomsday Vault’s design and construction process, plus six ‘behind the scenes’ videos. In mockumentary style, we showed the stressful journey of one inexperienced architect trying to build a vault in the Arctic Circle in less than 3 weeks.
In the days leading up to Election Day, we pushed out an additional 40 pieces of content on social media, including teasers, a letter from OREO HQ, limited edition packs designed to survive the apocalypse, and real-time response videos for fans and conspiracy theorists.
We turned a single fan tweet into:
415+ earned media placements (during Election Week)
100+ million impressions (more than a Super Bowl spot)
20+ major brands asking to join our vault
286% ROI
75% more engagement than a standard OREO post
And while the asteroid may have missed us, humanity can rest easy knowing that even if the world ends, OREOs will be here forever.
So when a fan alerted us that, on top of everything else happening, an asteroid was coming towards the Earth and could destroy OREOs (along with the world), we couldn’t take any chances.
Inspired by the Global Seed Vault in Svalbard, Norway, we ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard OREOs for all eternity.
We first released a long-form film that followed the OREO Doomsday Vault’s design and construction process, plus six ‘behind the scenes’ videos. In mockumentary style, we showed the stressful journey of one inexperienced architect trying to build a vault in the Arctic Circle in less than 3 weeks.
In the days leading up to Election Day, we pushed out an additional 40 pieces of content on social media, including teasers, a letter from OREO HQ, limited edition packs designed to survive the apocalypse, and real-time response videos for fans and conspiracy theorists.
We turned a single fan tweet into:
415+ earned media placements (during Election Week)
100+ million impressions (more than a Super Bowl spot)
20+ major brands asking to join our vault
286% ROI
75% more engagement than a standard OREO post
And while the asteroid may have missed us, humanity can rest easy knowing that even if the world ends, OREOs will be here forever.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
the community
Digital Agency
360i
Media Agency
VaynerMedia
Client / Brand
Oreo
Production Company
World War Seven
Music / Sound Production Company
Duotone audio group
Heard CityRe
Post Production Company
Mackcut
The markers lab
The Mill
Art Director
Leigh Stolarz
Associate Creative Director
Aaron Willard
Aaron zimroth
Federico Diaz
Juarez Rodrigues
Chief Creative Officer
Frank Cartagena
Menno Kluin
Composer
Jordan Lieb
Copywriter
Daniel Freeda
Sage Lucero
Design Director
Brian Gartside
Editor
Nick Divers
Executive Creative Director
Ian Reichenthal
Executive Producer
Chris Parke
Gina Pagano
Josh Ferrazzano
Ross Hopman
Photographer
Josh Dickinson
Producer
Gio Lobato
Writer
Nick Divers
Assistant Editor
Kenneth Munoz
Founder & Chief Creative Officers
Joaquin Molla
Jose Molla
Senior Designer
Sophia Del Plato
Senior Producer
Megan Rumph
Adrienne Darnell
Senior Social Strategist
Eden Lipke
Social Strategist
Sage Stargrove
VP, Executive Creative Director
Ramiro Raposo
Animator / Finishing Artist
Jesse Perez
Associate Account Director
Lindsay Kennedy
Brand Coordinator
Gabriela Rodriguez
Brand Manager
Olympia Portale
Business Affairs Manager
Tina Thorland
Colorist
Fergus McCall
Creative Services Director
Maru Sokolowski
Finishing artist
David Cabestany
Group Account Director
Joshua Safran
Group Director
Peter Wood
Head of Graphics Studio
John Kinsella
Head of Integrated Production
Carissa Ranelycke
Head of Production
Megan Pfaffenroth
Line Producer
Michael Mitchell
Marketing Director, Equity
Marion Saenen
Partner / Director
David Shafei
Post Producer
Amber Pena
PR Agency
Weber Shandwick
Production Specialist
Beth McMorrow
Project Manager
Kevin Tamayo
Senior Brand Director
Tiffany Kimicata
Senior Director
Justin Parnell
Senior Director, Business Affairs
Natalie Greenman
Social Agency
360i
VP, Integrated Production
Laurie Malaga
VP, Managing Director
Marci Miller
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