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.

2023 One Show - Branded Entertainment

Cheat Cookies

Agency Saatchi & Saatchi / Düsseldorf

Client Mondelēz Europe / Oreo

Category

Brand Partnerships

Annual ID

OS23_BE037B

About the Work

Task: To bring more playfulness into the world and make gaming more fun for everyone, the world’s number one cookie*, OREO, and international gaming giant, Xbox, partnered to create an unmissable activation and unlock playfulness in real life. Idea: In 2023, OREO and Xbox brought the nostalgia around cheat codes back inviting consumers to create combinations with cookies. For the first time in Europe, OREO has launched 6 different embossments, inspired by the Xbox controller buttons, giving the cookies an innovative role and creating a gaming experience. From the iconic Xbox logo to the signature A, B, X, Y and arrow buttons, consumers were able to create cheat codes with the OREO Xbox Special Edition and unlock exclusive in-game content within the Xbox top-played games – Forza Horizon 5, Halo Infinite, Sea of Thieves. Solution: Fans were invited to visit the campaign website www.oreo.eu and scan the real cookies in order to find the right cheat codes and unlock our limited in-game content. By using machine learning for analyzing the cookies and a native web platform, we could achieve an average of 90% accuracy in detecting different cookie embossments, making the user experience flow super friendly and even easier for everyone to participate. The cheat cookies took the gaming community by storm with more than 12.9k mentions and 4 billion impressions in the first two weeks after the launch. The campaign had a very high engagement rate reaching 5.8%. So far, 150000 items were unlocked, and we are still counting. OREO Xbox Cheat Cookies. Making cookies part of pop culture – with a little cheating.

2023 Awards

Total Points: 9

Credits

Agency

Saatchi & Saatchi / Düsseldorf

Client Partner

Miguel Paz Chagoya

Production Company

Iconoclast

Post Production Company

Creep

Chief Creative Officer

Dennis May

Executive Creative Director

Christian Anhut
Jan Propach

Producer

Robert Sieg

Chief Executive Officer

Sabine Scheufler

Project Manager

Franziska Ift

Senior Account Director

Beatrix Imrei

Senior Art Director

Eduardo Macedo

A. Marketing Director Treat (Oreo & Choco bakery)

Chiara Missio

Accounting Manager

Dhaara Al Mazri

Assistant Partnerships Manager

Taya Harris

Base & Equity Manager Oreo

Jonathan Ryan

Chief Business Officer

Stephanie Rupp

COO & Partnerships Director

Bolu Akindoyin

Director of Global Partnerships & Social Impact, Xbox

Marcos Waltenberg

Group Account Director

Petra Aniot-Helt

Head of Project Management

Mara Linder

Head of Technology

Christoph Vieth

International Partnerships Lead, Xbox

Gordon Donald

Junior Brand Manager Oreo MEU

Agata Maciag

Key Account Manager

Marike Paulun
Monna Moser

Management of Development Operations

Laura Göbel

Managing Partner

Dr. Bernhard Müller

Production Account Manager

Agnes Hir

Senior Account Manager

Elvira Fernández Rueda

Senior Key-Account-Manager CRM & Marketing Services

Monna Rottman

Senior Marketing Director Bakery

Guillaume Brochen

Senior Partnerships Manager

Scott Zeall

Software Developer

Sascha Zantis

User Experience Design

Johannes Mücke

UX/UI-Design

Florian Bredl

Web Developer

Bettina Mohr

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