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.
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
Executive Producer
Chris Parke
Gina Pagano
Josh Ferrazzano
Ross Hopman
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
Megan Rumph
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 Account Director
Tiffany Kimicata
Senior Audio Engineer
Jeannine Guenther
Senior Brand Manager
Olympia Portale
Senior Director of Business Affairs
Natalie Greenman
Senior Post Production Manager
Sharon Campos
Senior Social Strategist
Eden Lipke
Social Agency
360i / New York
Social Strategist
Sage Stargrove
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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