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.

2023 ADC Awards - Advertising

Cheat Cookies

Agency Saatchi & Saatchi / Düsseldorf

Client Mondelēz Europe / Oreo


Innovation / Promotional Materials

Annual ID


About the Work

Task: To bring more playfulness into the world and make gaming more fun for everyone, the world’s number one cookie*, OREO, and international gaming giant, Xbox, partnered to create an unmissable activation and unlock playfulness in real life. Idea: In 2023, OREO and Xbox brought the nostalgia around cheat codes back inviting consumers to create combinations with cookies. For the first time in Europe, OREO has launched 6 different embossments, inspired by the Xbox controller buttons, giving the cookies an innovative role and creating a gaming experience. From the iconic Xbox logo to the signature A, B, X, Y and arrow buttons, consumers were able to create cheat codes with the OREO Xbox Special Edition and unlock exclusive in-game content within the Xbox top-played games – Forza Horizon 5, Halo Infinite, Sea of Thieves. Solution: Fans were invited to visit the campaign website and scan the real cookies in order to find the right cheat codes and unlock our limited in-game content. By using machine learning for analyzing the cookies and a native web platform, we could achieve an average of 90% accuracy in detecting different cookie embossments, making the user experience flow super friendly and even easier for everyone to participate. The cheat cookies took the gaming community by storm with more than 12.9k mentions and 4 billion impressions in the first two weeks after the launch. The campaign had a very high engagement rate reaching 5.8%. So far, 150000 items were unlocked, and we are still counting. OREO Xbox Cheat Cookies. Making cookies part of pop culture – with a little cheating.

2023 Awards

Total Points: 9



SAATCHI & SAATCHI / Düsseldorf

Client Partner

Miguel Paz Chagoya

Production Company


Post Production Company


Chief Creative Officer

Dennis May

Executive Creative Director

Christian Anhut
Jan Propach


Robert Sieg

Chief Executive Officer

Sabine Scheufler

Project Manager

Franziska Ift

Senior Account Director

Beatrix Imrei

Senior Art Director

Eduardo Macedo

A. Marketing Director Treat (Oreo & Choco bakery)

Chiara Missio

Accounting Manager

Dhaara Al Mazri

Assistant Partnerships Manager

Taya Harris

Base & Equity Manager Oreo

Jonathan Ryan

Chief Business Officer

Stephanie Rupp

COO & Partnerships Director

Bolu Akindoyin

Director of Global Partnerships & Social Impact, Xbox

Marcos Waltenberg

Group Account Director

Petra Aniot-Helt

Head of Project Management

Mara Linder

Head of Technology

Christoph Vieth

International Partnerships Lead, Xbox

Gordon Donald

Junior Brand Manager Oreo MEU

Agata Maciag

Key Account Manager

Monna Moser, Marike Paulun

Management of Development Operations

Laura Göbel

Managing Partner

Dr. Bernhard Müller

Production Account Manager

Agnes Hir

Senior Account Manager

Elvira Fernández Rueda

Senior Key-Account-Manager CRM & Marketing Services

Monna Rottman

Senior Partnerships Manager

Scott Zeall

Software Developer

Sascha Zantis

Sr. Marketing Director Bakery

Guillaume Brochen

Strategy Partner

James Whatley, James Larman, Sarah Sandford

User Experience Design

Johannes Mücke


Florian Bredl

Web Developer

Bettina Mohr

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