The One Show
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Category
Brand Partnerships
Annual ID
OS22_IG016B
About the Work
OREO THINS were up against awareness issues. We needed to establish OREO Thins as a cultural icon in its own right. Because they’re thinner and lighter, they’re the perfect OREO for adults. So after we saw that parents were complaining about their kids stealing their OREO Thins on Twitter, we decided a commercial or a social campaign wasn’t enough. We needed to re-design the packaging.
We partnered with four brands to create limited-edition camo-packs disguised as stuff kids would never go near. While it might seem backwards, to raise awareness for THINS, we gave half of the visual and branding on the pack to brands that have nothing to do with cookies.
The side of each pack looked like something completely different than a regular old pack of cookies—a Better Home & Gardens cookbook for your kitchen, a pack of Green Giant frozen vegetables for your freezer, a Ford Owners Manual for your car, and a box of Hanes T-Shirts for your drawer. Each pack was created to be hidden in a different room or space, so parents had a choice according to their personal cookie-eating needs.
We then built a social campaign around these packs encouraging parents to share their own hiding spots to win one of the packs and an extra sweet $25K sweepstakes grand prize. Brands even got in on the fun, with 40+ other companies sharing their favorite hiding spots, including Xbox, ring, Walmart, Lowe’s, REI, Energizer, and more.
By hiding the product, we ended up making it more visible than ever. The THINS Protection Program was the most successful campaign in the history of the THINS brand, earning 8.5M+ organic impressions, 800K+ social engagement and increasing THINS mentions by 1,019%.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
the community / Miami
PR / Marketing Agency
Webber Shandwick
Client / Brand
OREO / New York
Media Agency
VaynerMedia
Art Director
Pauline Rode
Writer
Ian Reichenthal
Creative Director
Bruno Ribeiro
Federico Diaz
Juarez Rodrigues
Executive Creative Director
Kash Sree
Executive Producer
Chris Parke
Group Creative Director
Lucas Bongioanni
Producer
Brian Searles
Associate Creative Director
Mike Palma
Brand Manager
Sydney Kranzmann
Colorist
Marina Frigerio
Strategy Director
Katya Kotlyar
Account Manager
Rachel Startz
Analyst, Buying
Kyle Wenning
Assistant Videographer, Laurel Creative
Tyrus Frost
Associate Account Director
Odalis Lopez
Associate Connections Director
Maryam Davani Hosseini
Associate Design Director
Juan Aguilar
Associate Director, Media Buying
Shivanii Manglani
Associate Strategist
Justin McMillin
Associate Strategy Director
Pablo Gonzalez
Associate, Media Planning
Ashley Park
Brand Associate
Gabriela Rodriguez
Brand Supervisor
Veronica Salgueiro
Business Affairs Director
Alex Lebosq
Jana Nauman
CEO / Video Director, Laurel Creative
Lauren Listor
Chief Creative Officer, NY
Frank Cartagena
Creative Services Director
Maru Sokolowski
Digital Tech
Nick Patton
Director of Communications, PR & Social
Kara Stockton
Director, Media Planning
Gillian Curtis
Director, Strategy
Lisa Bernstein
Editor & Conform
Sandra Romani
EVP, Group Account Director
Laura Davis
EVP, Head of Integrated Production
Laurie Malaga
Executive Producer, Creative
Jason Georgen
Executive Producer, Post
Andrew Bell
Executive Producer, Production
John Nguyen
Executive Producer/Partner, Sunday Afternoon
Audrie Poole
Founder & Chief Creative Officer
Jose Molla
Founder & Chief Creative Officer
Joaquin Molla
Group Strategy Director
Anthony Mariello
Head of Art & Design
Marc Schwarzberg
Head of Film, North America
Debora den Iseger
Integrated Producer
Gustavo Gomez
Lead Videographer, Laurel Creative
Kyle Learn
Manager, Media Buying
Abby Nodvin
Manager, Media Planning
Yesha Shah
Manager, Social Marketing & Strategy
Jenna D'Ambrosio
Manager, Studio Operations
Thomas Bolger
Marketing Director, Equity
Marion Delgutte-Saenen
Media Analyst
Tanya Khorti
Photographer, Sunday Afternoon
Josh Dickinson
Post Producer
Federico Casaburi
President, US
Marci Miller
Prop Stylist
Rachel Stickley
Regional Content Producer
Christina Woolston
Senior Business Affairs Manager
Gabbie de Lara
Senior Strategist, Social Marketing & Strat
Cathy Tobon
Senior Vice President, Media
Tzeitel Haviland
Social Agency
360i / New York
Sound Post / Design
Nicolas Failla
Sr. Art Director
Remy Law
Sr. Brand Lead
Tiffany Kimicata
Sr. Business Affairs Manager
Priscila Hourihan
Tina Thorland
Sr. Copywriter
Lyndsey Stormer
Sr. Director of Business Affairs
Natalie Greenman
Sr. Producer
Duane Burgess
Styling Agent
Layla Carroll
Vice President, Marketing
Justin Parnell
Vice President, Media
Anthony Scarola
Ashley Judson
Vice President, Strategy
Stephanie Halphen
VP, Account Management
Josh Safran
VP, Executive Creative Director
Ramiro Raposo
VP, Social Marketing & Strategy
Kristin Maverick
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