The One Show
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Category
Social Channel / Multi-Platform
Annual ID
OS22_SM020B
About the Work
OREO THINS were up against awareness and perception 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 lots of parents were complaining about their kids stealing their OREO Thins on Twitter, we created the THINS Protection Program.
We partnered with brands to create limited-edition camo-packs disguised as stuff kids would never go near, including a Better Home & Gardens cookbook, a pack of Green Giant frozen vegetables, a Ford Owners Manual, and a box of Hanes T-Shirts.
We then created a social campaign on Twitter, Instagram, Facebook and TikTok, where we asked parents to share their own hiding places using our hashtag #thinsprotectionprogram to win one of the 3000 exclusive packs and an extra sweet $25K sweepstakes grand prize.
We partnered with celebrity parents Kevin and Danielle Jonas and three other influencers to launch the campaign and invite our fans to get the packs. We also created gifs and in-situation images to show how they worked to perfectly protect your cookies. And on Twitter, we bantered with 43 different brands who shared their own hiding places. And brands like Axe and Xbox even created ads just for us.
The THINS Protection Program was the most successful campaign in the history of the THINS brand, with 6,500+ submissions, 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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