MUSE Platinum

United States

2021

OREO Proud Parent

Entrant Company

360i

Category

Video

Client's Name

Mondelez International, Inc. (OREO)

Sub-Category

Diversity & Inclusion (NEW)

Proud Parent is a campaign and platform created by OREO celebrating proud families, fostering inclusivity, and championing the idea that a loving world starts with a loving home. In partnership with PFLAG – the nation’s oldest and largest organization dedicated to bringing LGBTQ+ people, families, and allies together – OREO is telling stories about the importance of family and allyship to the LGBTQ+ community.

The first phase of the platform launched in June, a time when Pride parades usually fill the streets of US cities. When this ritual was canceled due to the pandemic, we didn't let it stop our mission. Together with PFLAG, we sourced and recreated famous signs that proud parents of the past have carried in earlier celebrations. We developed a targeted OOH buy in New York and San Francisco along the abandoned parade routes, and proudly displayed the creative there as well as in an Instagram filter. The OOH placements filled the empty parade routes with messages of love and affirmation for the LGBTQ+ community. 

In October we launched the anchor piece of creative: Proud Parent, a film that tells a story of love, family ties, and authenticity. It highlights the critical role parents and community play in supporting our LGBTQ+ loved ones. The film launched on Twitter on October 9, the same weekend as National Coming Out Day. The film was created in collaboration with the LGBTQ+ community, including casting the lead actors who are a couple in real life, and in the hiring of our Director of Photography, transgender cinematographer Bianca Cline.

To accompany the film, OREO created 10,000 packs of Pride cookies with rainbow crème filling. Each pack features seven different colored crème fillings inspired by the colors of the Pride flag. These cookies can only be obtained via a social campaign where allies take an action to show their love for their LGBTQ family or chosen family.

Credits

Associate Producer / 360i
Jessica Ryle
Executive Producer / 360i
Carly Salaman
Head of Production / 360i
Carissa Ranelycke
Associate Content Director – Motion Designer / 360i
Kelly Bray
Junior Designer / 360i
Luis Valencia
Senior Designer / 360i
Sophia DelPlato
Design Director / 360i
Brian Gartside
Junior Copywriter / 360i
Lee Koppel
Art Director / 360i
Kushal Birari
Associate Creative Director / 360i
Michael Palma
Associate Creative Director / 360i
Jenna Zink
Executive Creative Director / 360i
Michael Schachtner
Executive Creative Director / 360i
Piper Hickman
Chief Creative Officer / 360i
Menno Kluin
Marketing Director, US Oreo Equity / Oreo
Marion Delgutte Saenen
Senior Director, Oreo Brand Equity / Oreo
Justin Parnell
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