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Category
Social Channel / Multi-Platform
Annual ID
OS_SM21_007B
About the Work
On top of everything that happened in 2020, NASA reported that Asteroid 2018VP1 was headed toward Earth’s atmosphere on November 2. “I wonder who will save the Oreos,” tweeted a concerned citizen.
Although there was virtually no chance (0.41% to be exact) of the asteroid threatening our beloved cookie when it passed by, OREO wasn’t willing to risk a future without the world’s favorite cookie.
It was our civic duty to take the potential threat seriously, and to work day and night to protect the future of OREO Cookies for our civilization. But how? By building an asteroid-proof vault in Svalbard, Norway, filling it with a stockpile of OREO Cookies and documenting the entire journey along the way.
We overhauled OREO’s Instagram and Twitter for five days, masterfully dropping playful teasers about our plan to save the OREO Cookies. Upon sharing that OREO had a plan in the works, fans responded with feelings of relief and gratitude that followed our *very* serious tone, and anticipation for what was to come.
To further drive campaign engagement, we gave fans a peek into the vault which held special OREO packs wrapped in protective casing, accompanied with powdered milk (just add snow!). Fans went *wild* for them, asking how they could get their hands on a pack and requesting OREO make them *for real.*
This cross-agency, integrated campaign jumps on a worldly event by playfully creating social buzz and taking swift and measured action to protect OREO cookies at any length, all while inviting fans and other brands to get on the fun.
Although there was virtually no chance (0.41% to be exact) of the asteroid threatening our beloved cookie when it passed by, OREO wasn’t willing to risk a future without the world’s favorite cookie.
It was our civic duty to take the potential threat seriously, and to work day and night to protect the future of OREO Cookies for our civilization. But how? By building an asteroid-proof vault in Svalbard, Norway, filling it with a stockpile of OREO Cookies and documenting the entire journey along the way.
We overhauled OREO’s Instagram and Twitter for five days, masterfully dropping playful teasers about our plan to save the OREO Cookies. Upon sharing that OREO had a plan in the works, fans responded with feelings of relief and gratitude that followed our *very* serious tone, and anticipation for what was to come.
To further drive campaign engagement, we gave fans a peek into the vault which held special OREO packs wrapped in protective casing, accompanied with powdered milk (just add snow!). Fans went *wild* for them, asking how they could get their hands on a pack and requesting OREO make them *for real.*
This cross-agency, integrated campaign jumps on a worldly event by playfully creating social buzz and taking swift and measured action to protect OREO cookies at any length, all while inviting fans and other brands to get on the fun.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
360i / New York
the community / Miami
Digital Agency
VaynerMedia / New York
PR / Marketing Agency
Weber Shandwick / New York
Client / Brand
Oreo
Production Company
World War Seven / San Francisco
Music / Sound Production Company
duotone audio group / New York
Heard City
Post Production Company
Mackcut / New York
The makers lab / Miami
Associate Creative Director
Aaron Willard
Aaron zimroth
Federico Diaz
Juarez Rodrigues
Chief Creative Officer
Menno Kluin
Composer
Jordan Lieb
Design Director
Brian Gartside
Editor
Nick Divers
Executive Producer
Chris Parke
Gina Pagano
Josh Ferrazzano
Ross Hopman
Photographer
Josh Dickinson
Producer
Gio Lobato
Art Director, Social Creative Lab
Leigh Stolarz
Assistant Editor
Kenneth Munoz
Chief Creative Officer, NY
Frank Cartagena
Copywriter, Social Creative Lab
Daniel Freeda
Sage Lucero
Executive Creative Director, Writer
Ian Reichenthal
Founder & Chief Creative Officer
Joaquin Molla
Jose Molla
Group Director, Social Creative Lab
Peter Wood
Senior Designer
Sophia DelPlato
Senior Producer
Adrienne Darnell
Megan Rumph
Senior Social Strategist
Eden Lipke
Social Strategist
Sage Stargrove
Account Coordinator
Gabriela Rodriguez
Animator / Finishing Artist
Jesse Perez
Associate Account Director
Lindsay Kennedy
Brand Manager
Olympia Portale
Business Affairs Manager
Tina Thorland
Color Company
The Mill / New York
Colorist
Fergus McCall
Creative Services Director
Maru Sokolowski
EVP, Head of Integrated Production
Laurie Malaga
Finishing Artist
David Cabestany
Group Account Director
Joshua Safran
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
Production Specialist
Beth McMorrow
Project Manager
Kevin Tamayo
Re-Recording Mixer
Jeremy Siegel
Senior Account Director
Tiffany Kimicata
Senior Audio Engineer
Jeannine Guenther
Senior Director
Justin Parnell
Senior Director of Business Affairs
Natalie Greenman
Senior Post Production Manager
Sharon Campos
VFX Artist
Rudel Reyes
VP, Executive Creative Director
Ramiro Raposo
VP, Managing Director
Marci Miller
VP, Social & Influencer
Kristin Maverick
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