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 - Social Media


Agency Leo Burnett India / Mumbai + Mondelez International, Inc. + Wavemaker India

Client Oreo India


Active Engagement / Call to Action

Annual ID


About the Work

Oreo was launched in India in 2011. Our competitors were decades old & whose identifiers, rituals & memories were seeped into the Indian cultural context, occasions & memories. Oreo was a foreigner with no real place in Indian culture. OBJECTIVE: • Find a place for Oreo in Indian popular culture, to increase brand affinity and therefore regular usage and sales. And there was no better way to do this than delve into cricket, the largest followed sport in India. • Since launch, Oreo India had singularly catered to parent-child connections. We wanted to expand beyond our “childish brand” perception. And bring teens and young adults into the fold. In 2022, pressures were high because India hadn’t won the World Cup in 11 years. While, Oreo’s global motto is to bring people together by sparking playful connections. We asked ourselves, what could we do? And just like that, we saw a playful connection! The last time India won the World Cup was in 2011 i.e. the same year Oreo was launched in India. Oreo was launched in 2011. India won the world cup in 2011. Serendipity? We thought different! If Oreo could launch again in 2022. India could win the World Cup again in 2022.

2023 Awards

Total Points: 3




Leo Burnett India / Mumbai

Client / Brand

Mondelez International, Inc.

Media Distribution Company

Wavemaker India


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