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
Moving Image / Single
Annual ID
OS22_DE128M
About the Work
Pokémon fans love exploring and collecting Pokémon just as OREO fans love trying everything new from OREO. To promote the new OREO x Pokémon limited-edition cookie, we surrounded the launch with elements of discovery.
The collab was announced with a pixelated animated video made entirely out of OREO cookies. The video embodies the spirit of both partners, with a scene showing a trainer pursuing and capturing a Pikachu of their own before revealing the special packaging, which features the honored creatures.
We brought the collaboration to life with an out-of-home installation featuring a pixelated Pikachu constructed from 8,000 3D replicas of the limited-edition cookies. The mural was located on the Venice Beach Boardwalk in Los Angeles and was shared across OREO's social channels.
We paid tribute to the most beloved Pokémon with 16 unique cookie embossments — BUT just like in the Pokémon world, some cookies were harder to find. Each pack is filled randomly and doesn't necessarily contain all 16 cookie designs — every pack is a new chance for discovery.
Oreo x Pokémon smashed sales records, officially becoming the most successful LTE pack in Oreo’s history and driving critical revenue and share growth versus prior year (September: +12.4% growth, October: +7% growth). The product generated $11.8MM in-store sales over 6 weeks, the fastest selling Oreo edition ever in US, and sold out on Oreo.com within 3 hours. Oreo x Pokémon beat all of OREO’s previous powerhouse collaborations. We dominated online buzz:
- 2.62B+ UVPM Total Program Impressions
- 374 Broadcast Segments on Top 50 DMAs
- 14M+ total organic social impressions
- 364k+ total organic social media engagements with 1.5M+ total video views across organic social, 29.3M+ views across paid social
- 14k+ Instagram shopping clicks, 12k over Oreo LTE average
- Our rarest Mew cookies appeared on eBay for thousands of dollars
2022 Awards
Total Points: 3
Merit
Credits
Agency
360i / New York
PR / Marketing Agency
Weber Shandwick
Client / Brand
Oreo
Production Company
Media.Monks
Media Distribution Company
Vayner Media
Art Director
Jorge Diaz
Copywriter
Emmanuel Rocha
Chief Creative Officer
Fred Levron
Creative Director
Timothy Williams
Executive Creative Director
Michael Schachtner
Executive Producer
Carly Salaman
Jason Georgen
Kent Smith
Larissa Berringer
Producer
Samantha Wong
Strategist
Skylar Motley
Account Supervisor
Kristine Dowd
Animation
Framestore
Edwin Schaap
Associate Creative Director
Chris Nelson
Morgan Perrine
Design Director
Brian Gartside
Head of Production
Cat Pavitt
Project Manager
Helen Lu
Senior Producer
Andrew May
Strategy Director
Maggie Walsh
Account Manager
Rachel Startz
Analyst, Buying
Kyle Wenning
Associate Account Director
Odalis Lopez
Associate Account Executive
Sydney Wheeler
Associate Director, Media Buying
Shivanii Manglani
Associate Director, Social Marketing & Strategy
Ari Berkowitz
Associate Strategist
Justin McMillin
Associate, Media Planning
Ashley Park
Audio Post Production
ponysound
Business Affairs Director
Alex Lebosq
CG Lead
Daniel Bruce
CG Team
Chris Friesen
Ck Lu
Femi Aroyewun
Chief Strategy Officer
Raig Adolfo
Compositing Lead
Joseph Taylor
Director, Media Planning
Gillian Curtis
Director, Strategy
Lisa Bernstein
EVP, Group Account Director
Laura Davis
EVP, Integrated Production
Ed Zazzera
Flame
Serina Flores
Head of CG
Jordan Carroll
Head of Integrated Film
Debora den Iseger
Illustrator/Cel Animation
Ali Beisber
Harry Teitelman
Mo Yang
Manager, Media Buying
Abby Nodvin
Manager, Media Planning
Yesha Shah
Marketing Director, Equity
Marion Saenen
Media Analyst
Tanya Khorti
Online Editor
Stephen Cheatum
Production Specialist
Beth McMorrow
Regional Content Producer
Christina Woolston
Senior Business Affairs Manager
Gabbie de Lara
Senior Copywriter, Social
Christian Napolitano
Senior Director
Justin Parnell
Senior Social Strategist
Cathy Tobon
Senior Strategist
Justine Deutsch
Senior Vice President, Media
Tzeitel Haviland
Social Marketing Manager
Jenna D’Ambrosio
Sound Design + Mix
Josh Wilson
Sr. Brand Manager
Olympia Portale
SVP, Integrated Production
Carissa Ranelycke
US Chief Creative Officer
Menno Kluin
Vice President, Media
Anthony Scarola
Ashley Judson
Vice President, Strategy
Stephanie Halphen
VP Social & Influencer
Kristin Maverick
VP, Account Management
Joshua Safran
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