OREO // PLAY WITH OREO — BJÖRN KUSA — CREATIVE

BJÖRN KUSA — CREATIVE

BJÖRN KUSA

Oreo is the only cookie on planet Earth where the first thing people do with it is play. A century of advertising and grandparents have made people twist, lick and dunk their Oreos without a thought. So when they wanted us to tell the world to play with the cookie in new ways, we created a new list of playful attributes and built a campaign around them.

The Global Hub.

We built the campaign around a global hub,
PlayWithOreo.com (the site is no longer live) which was populated with all of the #playwithoreo content. We also curated content based on specific actions: Twist, dunk, crunch, discover, stack, love, pop, rock, roll, dream.

To drive fans to the hub and to get them in a more playful mode, we created a global content campaign for all of Oreos social channels.

From TVC to Social Content.

To launch the campaign in social, we created short and fun looping videos that featured the characters from the TVC. We also made them into simple Vine games where you have to stop the Vine at the right moment to “win”.

All the content could also be viewed on OREO’s Facebook or Vine (RIP) pages.

We also decided to add some play to the 9 most popular Oreo recipes on oreo.com/recipes. So we teamed up with Mike Perry Studio to illustrate and animate them. Watch all of them here.

And if that wasn’t enough… We also had Mike help us create some playful posts for things happening around the world during the campaign.

We also partnered with some YouTube influencers to create fun branded content for their and our fans and to get more people to play with their Oreo cookies.

ROLE: SENIOR ART DIRECTOR