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.

2022 ADC Awards - Advertising

THE OREO OFFERING

Agency the community / Miami + OREO / New York

Client OREO

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

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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