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
Use of Technology
Annual ID
OS22_CU029M
About the Work
Due to the pandemic, cookie consumption experienced a surge in 2020 and resulted in $5.7B in sales. Sandwich cookies saw the most growth with $2B in sales and 34% share. However, as of April 2021, total cookie sales at Target had declined by -18% since the height of the pandemic in April 2020. Sales saw an even greater decline online at -30%.2
Mondelēz International needed to figure out a creative way to reach light OREO shoppers to grow both sales and household penetration.
The most popular colorway in the shoe world
For years big shoe brands and sneakerheads have been using Oreo to describe the black colorway on shoes, without partnership.
So we turned every "oreo" sneaker into a digital coupon for real Oreo Cookies.
OREO STUF SCAN
The activation leveraged innovative mobile technology to help drive online (primarily) and in-store sales (secondarily). 55% of Gen Z use their smartphone for 5 or more hours daily, and more than a quarter are glued to their mobile devices for 10+ hours. Young Target Guests (18-34), are 71% more likely than the average shopper to plan their shopping trip online (61% of group) They’re also 125% more likely to refer to the internet while shopping in-store (40%), looking for deals or reviews of products they’re considering.
2022 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R Commerce / New York
Music / Sound Production Company
Sonido Antro / Miami
Chief Technology Officer
Ivan Mayes
Creative Director
Oswaldo Sa
Alberto Triana
Ben Griffiths
Federico Mariani
Jowita Kostek
Jeremy Ruiz
Kevin Frank
Will Wilson
Executive Creative Director
Chad Ingram
Illustrator
Romulo Pinheiro
Account Executive
Lauren Blass
Tony Brost
Yue Yu
Global Chief Creative Officer
Manuel Borde
Project Manager
Vanessa Cirillo
Account Lead
Annette Fonte
Associate Director, Project Management
Thomas Mercurio
Director I.T.
Michael May
Motion Graphic Designer & Editor
Lucas Pimenta
Music director
Lucas Duque
Music producer & composer
Mateus Latge
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