MUSE Platinum

United States

2021

The Oreo Doomsday Vault

Entrant Company

360i

Category

Social Media

Client's Name

Mondelez International, Inc. (OREO)

Sub-Category

Ad Campaign

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

Although there was virtually no chance (0.41% to be exact) of the asteroid threatening our beloved cookie when it passed by, OREO wasn’t willing to risk a future without the world’s favorite cookie.

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

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 which held special OREO packs wrapped in protective casing, accompanied with powdered milk (just add snow!). Fans went *wild* for them, asking how they could get their hands on a pack and requesting OREO make them *for real.*

This cross-agency, integrated campaign jumps on a worldly event by playfully creating social buzz and taking swift and measured action to protect OREO cookies at any length, all while inviting fans and other brands to get on the fun.

Credits

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