The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

OREO x Pokémon

Agency 360i / New York + OREO + Media.Monks

Client OREO

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

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

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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