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OREO Vault

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. 

The Community  (Leading Agency)
Joaquin Molla, Founder & Chief Creative Officer
Jose Molla, Founder & Chief Creative Officer
Frank Cartagena, Chief Creative Officer, NY
Ramiro Raposo, VP, Executive Creative Director
Ian Reichenthal, Executive Creative Director, Writer
Federico Diaz, Associate Creative Director
Aaron Willard, Associate Creative Director
Aaron Zimroth, Associate Creative Director
Juarez Rodrigues, Associate Creative Director
Nick Divers, Writer
Marci Miller, VP, Managing Director
Tiffany Kimicata, Sr. Account Director
Gabriela Rodriguez, Account Coordinator
Laurie Malaga, EVP, Head of Integrated Production
Chris Parke, Executive Producer
Natalie Greenman, Sr. Director of Business Affairs
Tina Thorland, Business Affairs Manager
Maru Sokolowski, Creative Services Director
360i (Agency)
Menno Kluin, Chief Creative Officer
Brian Gartside, Design Director
Sophia Del Plato, Senior Designer
Peter Wood, Group Director, Social Creative Lab
Leigh Stolarz, Art Director, Social Creative Lab
Daniel Freeda, Copywriter, Social Creative Lab
Sage Lucero, Copywriter, Social Creative Lab
Carissa Ranelycke, Head of Integrated Production
Adrienne Darnell, Senior Producer
John Kinsella, Head of Graphic Studio
Kristin Maverick, VP of Social & Influencer Marketing
Eden Lipke, Senior Social Strategist
Sage Stargrove, Social Strategist
Joshua Safran, Group Account Director
Lindsay Kennedy, Associate Account Director
Kevin Tamayo, Project Manager
Josh Dickinson, Photographer
Mondelēz International, Inc. / OREO (Client)
Justin Parnell, Senior Director
Marion Saenen, Marketing Director, Equity
Olympia Portale , Brand Manager
Beth McMorrow, Production Specialist
World War Seven
David Shafei, Partner/Director
Josh Ferrazzano, Executive Producer
Megan Pfaffenroth, Head of Production
Michael Mitchell, Line Producer
Nick Divers, Editor
Gina Pagano, Executive Producer
Kenneth Munoz, Assistant Editor
Weber Shandwick (PR Agency)
VaynerMedia (Media Agency)
duotone audio group (Music)
Ross Hopman, Executive Producer
Gio Lobato, Producer
Jordan Lieb, Composer
The Mill NY (Color)
Fergus McCall, Colorist
Megan Rumph Senior Producer
The Makers Lab
Sharon Campos, Sr. Post Production Manager
Amber Peña, Post Producer
Rudel Reyes, vfx Artist
David Cabestany, Finishing Artist
Jesse Perez, Animator/Finishing Artist
Jeannine Guenther, Sr. Audio Engineer
Heard City
Jeremy Siegel, Re-Recording Mixer

Category: Food