MUSE Platinum

United States

2021

The Oreo Doomsday Vault

Entrant Company

360i

Category

Integrated Marketing

Client's Name

Mondelez International, Inc. (OREO)

Sub-Category

Social Media

On top of everything that has happened in 2020, NASA has reported that Asteroid 2018VP1 is headed toward Earth’s atmosphere on November 2. “I wonder who will save the Oreos,” tweeted a concerned citizen.

Although there’s virtually no chance (0.41% to be exact) of it threatening our beloved cookie when it passes by, OREO isn’t risking a future without the world’s favorite cookie...

It was our civic duty to take the potential threat seriously, working day and night to protect the future of OREO Cookies for civilization. But how? By building an asteroid-proof vault in Svalbard, Norway, filling it with a stockpile of OREO Cookies, our secret recipe, and documenting the entire journey.

We overhauled OREO’s Instagram and Twitter for five days, masterfully dropping playful teasers about our plan to save the OREO Cookies. Upon sharing that OREO had a plan in the works, fans responded with feelings of relief and gratitude that followed our very serious tone… and anticipation for what was to come.

To further drive campaign engagement, we gave fans a peek into the vault with special OREO packs wrapped in protective casing, accompanied with powdered milk. Fans went wild for them, asking how they could get their hands on a pack and requesting OREO make them for real.

In addition to the core documentary, we overhauled OREO’s Instagram and Twitter, masterfully dropping playful teasers about our plan to save the OREO Cookies. We created over 40 pieces of multi-platform social content and real-time community engagement to pique fan interest, drive documentary views, and spark buzz. Once finally revealing the Global OREO Vault, a burst of activity across OREO’s social channels drove video views and built buzz. Our social content drove nearly 4MM organic impressions, 324K+ video views and 178K+ engagements in only five days. On average, it takes OREO nearly two weeks to drive on-par impressions. The single Instagram post drove 72% more engagements than OREO’s benchmark, and was the most-engaged Instagram post of the campaign.

Credits

Founder & Chief Creative Officer, The Community
Joaquin Molla
Founder & Chief Creative Officer, The Community
Jose Molla
Chief Creative Officer, NY, The Community
Frank Cartagena
VP, Executive Creative Director, The Community
Ramiro Raposo
Executive Creative Director, Writer, The Community
Ian Reichenthal
Associate Creative Director, The Community
Federico Diaz
Associate Creative Director, The Community
Aaron Willard
Chief Creative Officer, 360i
Menno Kluin
Design Director, 360i
Brian Gartside
Senior Designer, 360i
Sophia Del Plato
Social Creative Lab, 360i
Peter Wood, Group Director
Social Creative Lab, 360i
Leigh Stolarz, Art Director
Social Creative Lab, 360i
Daniel Freeda, Copywriter
Social Creative Lab, 360i
Sage Lucero, Copywriter
Senior Director, OREO
Justin Parnell
Marketing Director, Equity, OREO
Marion Saenen
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