The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Creative Effectiveness

OREO VAULT

Agency the community / Miami + OREO / New York

Client OREO

Category

Creative Effectiveness / Consumer / Brand

Annual ID

OS22_CE020M

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 began teasing the idea on social and then went dark – something OREO has never done. We then revealed the OREO Doomsday Vault project on Twitter and YouTube with a long form film that documented the design and construction process, shared the vault location, and invited fans to visit in case of impact. Our followers and dozens of brands immediately wanted in, going as far as searching for clues about the door code within the mockumentary – a search we happily indulged by dropping clues and, eventually, making a real-time response video that revealed it. And they were asking to help, so we held security guard interviews in our DMs. Norway went as far as turning it into an official tourist destination in a tweet. We even sent our most loyal fans and Instagram influencers apocalypse-proof packs of OREOs designed to survive extreme heat and cold. At a time when the world seemed more divided than ever, we gave people one thing to agree on – that if the world ever ends, there’s no better place to be than up in the Arctic Circle, stuffing your face with OREOs.

2022 Awards

Total Points: 3

Merit

Credits

Agency

the community / Miami

PR / Marketing Agency

Webber Shandwick

Client / Brand

OREO / New York

Production Company

World War Seven

Music / Sound Production Company

Duotone audio group

Post Production Company

Heard City
The Makers Lab

Media Agency

VaynerMedia

Writer

Nick Divers

Chief Creative Officer

Menno Kluin

Composer

Jordan Lieb

Photographer

Josh Dickinson

Producer

Gio Lobato

Assistant Editor

Kenneth Munoz

Associate Creative Director

Aaron zimroth
Federico Diaz
Juarez Rodrigues

Business Affairs Manager

Tina Thorland

Colorist

Fergus McCall

Design Director

Brian Gartside

Head of Production

Megan Pfaffenroth

Line Producer

Michael Mitchell

Project Manager

Kevin Tamayo

Senior Designer

Sophia Del Plato

Senior Producer

Adrienne Darnell

Account Coordinator

Gabriela Rodriguez

Animator / Finishing Artist

Jesse Perez

Art Director, Social Creative Lab

Leigh Stolarz

Associate Account Director

Lindsay Kennedy

Chief Creative Officer, NY

Frank Cartagena

Color

The Mill NY

Copywriter, Social Creative Lab

Daniel Freeda
Sage Lucero

Creative Services Director

Maru Sokolowski

EVP, Head of Integrated Production

Laurie Malaga

Executive Creative Director, Writer

Ian Reichenthal

Film Editing

Mackcut

Finishing Artist

David Cabestany

Founder & Chief Creative Officer

Jose Molla

Founder & Chief Creative Officer

Joaquin Molla

Group Account Director

Joshua Safran

Group Director, Social Creative Lab

Peter Wood

Head of Graphics Studio

John Kinsella

Head of Integrated Production

Carissa Ranelycke

Marketing Director, Equity

Marion Delgutte-Saenen

Partner/Director

Daniel Shafei
David Shafei

Post Producer

Amber Pena

Production Specialist

Beth McMorrow

Re-Recording Mixer

Jeremy Siegel

Senior Social Strategist

Eden Lipke

Social Agency

360i / New York

Social Strategist

Sage Stargrove

Sr. Account Director

Tiffany Kimicata

Sr. Audio Engineer

Jeannine Guenther

Sr. Brand Manager

Olympia Portale

Sr. Director of Business Affairs

Natalie Greenman

Sr. Post Production Manager

Sharon Campos

Sr. Producer

Megan Rumph

VFX Artist

Rudel Reyes

Vice President, Marketing

Justin Parnell

VP of Social & Influencer Marketing

Kristin Maverick

VP, Executive Creative Director

Ramiro Raposo

VP, Managing Director

Marci Miller

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