ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Innovation / Out of Home
Annual ID
ADC101_ADV102M
About the Work
OREO’s mission is to bring people together. So when Congress instructed the Pentagon to declassify everything they knew about UFOs, we saw it as an opportunity to make our mission bigger: to bring all lifeforms together.
We wanted to extend an olive branch to any visitors, and there’s only one thing everyone agrees on: OREO’s are Earth’s #1 cookie.
To bring this idea to life, we made a crop circle on the Paranormal Highway in Kansas and overhauled OREO’s Instagram and Twitter for 3 days.
We built an OREO offering in real-time alongside fans on Twitter, asking OREO’s 5 million followers to vote, and using the data from those polls to decide the final Offering. The polls asked what type of cookie (Original, Double Stuf, Golden, or Thins); what type of milk (whole, oat, or almond); and the best place to eat an OREO (dining room, living room, or bedroom). With every possible scenario ready to go, we left it up to Twitter and built The Offering in real-time based on votes. Each poll stayed up for one hour and after the poll, a video revealed the fan-chosen details of the final offering—Double Stuf cookies with whole milk, offered in a bedroom—all in our three-acre crop circle in Kansas.
In addition to the reveal films for each aspect of the Offering, all of these details were also reflected in a final recap film.
Once our Offering was complete, we released a limited-edition pack, designed so fans could make their own offerings at home, placing an OREO cookie on top and leaving it outside for the extraterrestrials. The packs were sold out in two hours.
All in all we made 36 bespoke videos, getting the campaign 1 billion impressions, 2.3 million video views, and 413 media placements.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
the community / Miami
PR / Marketing Agency
Weber Shandwick
Client / Brand
OREO / New York
Production Company
Media.Monks
Art Director
Lina Rode
David Egan
Writer
Ian Reichenthal
David Dhafei
Creative Director
Federico Diaz
Juarez Rodrigues
Designer
Nani Rios
Director
Pete Marquis
Editor
Rehman Ali
Executive Creative Director
Kash Sree
Group Creative Director
Lucas Bongioanni
Associate Creative Director
Mike Palma
Colorist
Dimitri Zola @ MPC
Line Producer
Brian Walsh
Senior Copywriter
Lyndsey Stormer
Senior Producer
Duane Burgess
Strategy Director
Katya Kotlyar
Analyst, Buying
Kyle Wenning
Assistant Editor & Conform
Jack Pyland
Associate Account Director
Odalis Lopez
Associate Director, Media Buying
Shivanii Manglani
Associate Strategist
Justin McMillin
Associate, Media Planning
Ashley Park
Brand Associate
Gabriela Rodriguez
Brand Supervisor
Veronica Salgueiro
Chief Creative Officer, NY
Frank Cartagena
Creative Services Director
Maru Sokolowski
Director of Communications, PR & Social
Kara Stockton
Director, Media Planning
Gillian Curtis
Director, Strategy
Lisa Bernstein
Editor & Conform
Sandra Romani
EVP, Group Account Director
Laura Davis
EVP, Head of Integrated Production
Laurie Malaga
Executive Producer, Creative
Jason Georgen
Executive Producer, Post
Andrew Bell
Executive Producer, Production
John Nguyen
Executive Producer/Partner, Sunday Afternoon
Audrie Poole
Founder & Chief Creative Officer
Jose Molla
Founder & Chief Creative Officer
Joaquin Molla
Graphics & Compositing
Emilio Aranguren D’arcangelo
Group Strategy Director
Anthony Mariello
Head of Art & Design
Marc Schwarzberg
Head of Film, North America
Debora den Iseger
Integrated Producer
Gus Gomez
Leadership Dev. Associate
Eleanor Wedge
Manager, Media Buying
Abby Nodvin
Manager, Media Planning
Yesha Shah
Manager, Social Marketing & Strategy
Jenna D'Ambrosio
Manager, Studio Operations
Thomas Bolger
Marketing Director, Equity
Marion Delgutte-Saenen
Media Analyst
Tanya Khorti
Media Consulting
VaynerMedia
Music
The Elements Music
Photographer, Sunday Afternoon
Josh Dickinson
President, US
Marci Miller
Producer, Post
Omar Haq
Production Specialist
Beth McMorrow
Regional Content Producer
Christina Woolston
Senior Brand Lead
Tiffany Kimicata
Senior Brand Manager
Olympia Portale
Senior Business Affairs Manager
Priscila Hourihan
Senior Director of Business Affairs
Natalie Greenman
Senior Producer, Post
Ari Kaye
Senior Strategist, Social Marketing & Strat
Cathy Tobon
Senior Vice President, Media
Tzeitel Haviland
Social Agency
360i / New York
Sound Design & Mix
Micaela Garagiola
Nicolas Failla
Vice President, Marketing
Justin Parnell
Vice President, Media
Anthony Scarola
Ashley Judson
Vice President, Strategy
Stephanie Halphen
VP, Account Management
Josh Safran
VP, Executive Creative Director
Ramiro Raposo
VP, Social Marketing & Strategy
Kristin Maverick
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