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HELLO, I’m John Gibson…but, call me Gibs.
VP / Global Planning Director, The Martin Agency
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June 23, 2014
PITCHING.
FOREVER.
EVER.
EVER.
Anatomy of the Oreo Campaign
The Martin Agency Wieden+KennedyGoodby Silverstein & Partners SID LEE GSD& M BBDO
Anatomy of the Oreo Campaign
START
iconography
voice
experimentationclear brief
craftCCI
START
Anatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
A+
Anatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
Why would we put ourselves through all this?
Anatomy of the Oreo Campaign
THE GREATEST
BRIEF AN AGENCY
CAN HOPE FOR
CREATIVE STRATEGY
OREO’S AMBITION
Transform Oreo from the world’s favorite cookie to one of the world’s most iconic brands.
B
A
EQUITY EXPANSION
!
We started from within…
B
A
The Oreo ritual
inspires moments
of childlike delight
and connection.
EQUITY TODAY
A
CHILDLIKE DELIGHT=
Potentially universal
...but constrained by being:	

TOO FUNCTIONAL
(based in the Ritual)	

!
TOO LIMITED
(Rooted in parent/child relationship)
B
????
CHALLENGE
Find an expression of childlike delight that is deeply and universally relevant.
Children experience delight because
they have a positive, unbiased perspective on the world.
!
They see and feel things differently.
CHILDLIKE DELIGHT

When we’re kids,
extraordinary is everywhere
!
Every stick is a light saber
!
...and boxes make the perfect arcade
!
But as we grow older
extraordinary becomes harder
to see, limited to only the
greatest marvels
Still, there’s just something about Oreo.
This small, unassuming cookie, can be a token of seeing the world differently.
Once twisted open, it awakens a feeling, regardless of age.
Oreo rekindles a sense of wonder.
Where WONDER is the capacity to see the world through
open eyes and with a curious heart.
A UNIVERSAL VALUE
A
CHILDLIKE DELIGHT=
Potentially universal
...but constrained by being:	

TOO FUNCTIONAL
(based in the Ritual)	

!
TOO LIMITED
(Rooted in parent/child relationship)
B
A
The Oreo ritual
inspires moments
of childlike delight
and connection.
GROUNDED IN THE BRAND’S DNA
Sharing tokens of Wonder.
B
WONDER=
Truly universal
...something children experience
naturally and adults possess.
Adults simply need reminding…
!
Evolution, not revolution.
ENTER...
START
iconography
voice
experimentationclear brief
craftCCI
START
Oreo Sans comes in four delicious
flavors — Light, Bold, Heavy, and for
when you’re really hungry, Black. These
can be used together in the same layout
to bring emphasis to certain words, but
please, don’t use different versions of
Oreo Sans in the same word. Because
that would be unREadAbLE.
Oreo Sans Light Oreo Sans Bold Oreo Sans Heavy Oreo Sans Black
TYPOGRAPHY
OREO SANS
abcdef
ghijkl
mnopq
rstuv
wxyz
abcdef
ghijkl
mnopq
rstuv
wxyz
abcdef
ghijkl
mnopq
rstuv
wxyz
abcdef
ghijkl
mnopq
rstuv
wxyz
the voice
the voice
29
WE OPTOMIZED
THE EMBOSS.
CAN YOU
SPOT ALL
THE CHANGES?
ACTUAL EMBOSS PATTERN OPTIMIZED EMBOSS PATTERN
( FOR CAMPAIGN WORK ONLY )
Product name is larger
Oval around product
name is larger
Fewer ridges along the rim
Fewer dots in between the
four-part designs
Improved reception on
radio antennae thingee
the iconography
the iconography
CORE CREATIVE IDEA
!
Sharing tokens of wonder in a cynical world
The cultural context.Two ways:
#1. Simple expressions of the brand’s point-of-view.
#2. Stories of perspective change.
But the goal is always a new perspective.
!
Seeing the world with open eyes and a curious heart.
I wonder if I gave an Oreo to strangers at school (people)
... familiar characters (folklore)
Endless stories, based on a simple question.
... The New York Times (media)
... Russia (new markets)
... Christmas (occasions)
... Los Angeles (cities)
CREATIVE CONSTRUCT
WHAT HAPPENS?
The new — more open-hearted and curious — perspective is what matters.
!
The depth and insightfulness of that shift determines the quality of the work 

and its fit within the campaign
Ageless...not Childish
(We’re Pixar...not Sesame Street)
Optimistic...not Naive
(We question what can be...we don’t deny what is)
Self-aware...not Self-important
(We keep it LIGHT. We’re selling cookies, not saving the world)
Clever...not Pretentious
(There’s a wink, an insightful unexpected twist...but it’s always accessible)
THE WONDERFILLED VOICE
Timeless...not Nostalgic
(We’re always relevant...we don’t pine for the past)
Witty...not Snarky
(We love a good laugh...but our humor is never at someone’s expense)
LETTING
WONDER
LOOSE
BUILDING ON THE CREATIVE PLATFORM
INSPIRE
ENGAGE
CELEBRATE
MAY SEP
Plant our flag, introducing and
defining the Wonderfilled voice.
Invite participation, allowing people to
create and share expressions of Wonder.
Demonstrate the brand's behavior by
pushing forward the best consumer-
sourced expressions of Wonder.
INSPIRE
Plant our flag, introducing and defining the Wonderfilled voice.
++
Martin Allais
Anatomy of the Oreo Campaign
WONDER IF I GAVE
AN OREO TO:
THE NEW YORK
TIMES?
WONDER IF I GAVE AN OREO TO: MY DAD?
Anatomy of the Oreo Campaign
ENGAGE
Invite participation, allowing people to create and share expressions of Wonder.
RELEASE THE CONSTRUCT
Wonder if I gave an Oreo to _________,
How would the story go?
It’s time to invite everyone to fill in the blanks.
Wonder if I gave an Oreo to
Walter White
Would he break back good
and love his wife?
Give up cooking meth and
donate the cash
to a charity and let Jesse live
free at last?
James Rich is
Billboard:
I wonder if I gave an Oreo to ______
User texts: Freddy Krueger
Billboard answers: Would he be the best
neighbor on Elm Street?
(These could also be banner ads)
INTERACTIVE
BILLBOARDS
WONDER IF I GAVE AN OREO TO J.FALLON?
Maybe he’d invite Owl City onto his show to play a song and to collaborate on a special Wonderfilled duet version of the
anthem, with Fallon-ized lyrics tailored to his hyper-social audience.
http://www.youtube.com/watch?v=sWEfszb9h8Q
CELEBRATE
Demonstrate the brand's behavior by pushing forward the best consumer-sourced expressions of Wonder.
Wonder if I gave an Oreo to the one that got away,
How would the story go?
Anatomy of the Oreo Campaign
Wonder if I gave an Oreo to people at school,
How would the story go?
Anatomy of the Oreo Campaign
STAYING IN
PITCH MODE
Let wonder loose in the world.
!
We are telling people what it is we believe as a brand:
The world is full of wonder and we are Wonderfilled.
THE CREATIVE MISSION IS GLOBAL
Δ
A + M
≠
THE POWER OF WONDERFILLED IS ITS FLEXIBILITY
(IT’S NOT A FORMULA)
PEOPLE WITH MOUTHS
OUR VOICE IS UNIVERSAL…YET SCALABLE
Who we are, our character, doesn’t change.
But our voice — though universal — is flexible, adapting to our audience, providing range.
(i.e., Moms with kids 6-12))
OUR CORE
GROUPS OF INTEREST
(e.g., Millennials)
PEOPLE WITH MOUTHS
Anthem :90/:30/:15 Bedtime Daydream ReplayU.S. EXAMPLES:
IMAGINE if I gave an Oreo to :
THE CONSTRUCT
REQUIRES ADAPTATION
THE CONSTRUCT
DOESN’T ALWAYS WORK
(AND THAT’S OKAY)
Anatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
Anatomy of the Oreo Campaign
THANKSNow let’s talk.
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@gibo7
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Anatomy of the Oreo Campaign

  • 1. HELLO, I’m John Gibson…but, call me Gibs. VP / Global Planning Director, The Martin Agency ! ! ! ! ! ! ! ! ! ! June 23, 2014
  • 4. The Martin Agency Wieden+KennedyGoodby Silverstein & Partners SID LEE GSD& M BBDO
  • 9. A+
  • 13. Why would we put ourselves through all this?
  • 15. THE GREATEST BRIEF AN AGENCY CAN HOPE FOR CREATIVE STRATEGY
  • 16. OREO’S AMBITION Transform Oreo from the world’s favorite cookie to one of the world’s most iconic brands.
  • 18. B A The Oreo ritual inspires moments of childlike delight and connection. EQUITY TODAY A CHILDLIKE DELIGHT= Potentially universal ...but constrained by being: TOO FUNCTIONAL (based in the Ritual) ! TOO LIMITED (Rooted in parent/child relationship) B ????
  • 19. CHALLENGE Find an expression of childlike delight that is deeply and universally relevant.
  • 20. Children experience delight because they have a positive, unbiased perspective on the world. ! They see and feel things differently. CHILDLIKE DELIGHT

  • 22. Every stick is a light saber !
  • 23. ...and boxes make the perfect arcade !
  • 24. But as we grow older extraordinary becomes harder to see, limited to only the greatest marvels
  • 25. Still, there’s just something about Oreo. This small, unassuming cookie, can be a token of seeing the world differently. Once twisted open, it awakens a feeling, regardless of age. Oreo rekindles a sense of wonder.
  • 26. Where WONDER is the capacity to see the world through open eyes and with a curious heart. A UNIVERSAL VALUE
  • 27. A CHILDLIKE DELIGHT= Potentially universal ...but constrained by being: TOO FUNCTIONAL (based in the Ritual) ! TOO LIMITED (Rooted in parent/child relationship) B A The Oreo ritual inspires moments of childlike delight and connection. GROUNDED IN THE BRAND’S DNA Sharing tokens of Wonder. B WONDER= Truly universal ...something children experience naturally and adults possess. Adults simply need reminding… ! Evolution, not revolution.
  • 30. Oreo Sans comes in four delicious flavors — Light, Bold, Heavy, and for when you’re really hungry, Black. These can be used together in the same layout to bring emphasis to certain words, but please, don’t use different versions of Oreo Sans in the same word. Because that would be unREadAbLE. Oreo Sans Light Oreo Sans Bold Oreo Sans Heavy Oreo Sans Black TYPOGRAPHY OREO SANS abcdef ghijkl mnopq rstuv wxyz abcdef ghijkl mnopq rstuv wxyz abcdef ghijkl mnopq rstuv wxyz abcdef ghijkl mnopq rstuv wxyz the voice
  • 32. 29 WE OPTOMIZED THE EMBOSS. CAN YOU SPOT ALL THE CHANGES? ACTUAL EMBOSS PATTERN OPTIMIZED EMBOSS PATTERN ( FOR CAMPAIGN WORK ONLY ) Product name is larger Oval around product name is larger Fewer ridges along the rim Fewer dots in between the four-part designs Improved reception on radio antennae thingee the iconography
  • 34. CORE CREATIVE IDEA ! Sharing tokens of wonder in a cynical world The cultural context.Two ways: #1. Simple expressions of the brand’s point-of-view. #2. Stories of perspective change. But the goal is always a new perspective. ! Seeing the world with open eyes and a curious heart.
  • 35. I wonder if I gave an Oreo to strangers at school (people) ... familiar characters (folklore) Endless stories, based on a simple question. ... The New York Times (media) ... Russia (new markets) ... Christmas (occasions) ... Los Angeles (cities) CREATIVE CONSTRUCT
  • 36. WHAT HAPPENS? The new — more open-hearted and curious — perspective is what matters. ! The depth and insightfulness of that shift determines the quality of the work 
 and its fit within the campaign
  • 37. Ageless...not Childish (We’re Pixar...not Sesame Street) Optimistic...not Naive (We question what can be...we don’t deny what is) Self-aware...not Self-important (We keep it LIGHT. We’re selling cookies, not saving the world) Clever...not Pretentious (There’s a wink, an insightful unexpected twist...but it’s always accessible) THE WONDERFILLED VOICE Timeless...not Nostalgic (We’re always relevant...we don’t pine for the past) Witty...not Snarky (We love a good laugh...but our humor is never at someone’s expense)
  • 39. INSPIRE ENGAGE CELEBRATE MAY SEP Plant our flag, introducing and defining the Wonderfilled voice. Invite participation, allowing people to create and share expressions of Wonder. Demonstrate the brand's behavior by pushing forward the best consumer- sourced expressions of Wonder.
  • 40. INSPIRE Plant our flag, introducing and defining the Wonderfilled voice.
  • 43. WONDER IF I GAVE AN OREO TO: THE NEW YORK TIMES?
  • 44. WONDER IF I GAVE AN OREO TO: MY DAD?
  • 46. ENGAGE Invite participation, allowing people to create and share expressions of Wonder.
  • 47. RELEASE THE CONSTRUCT Wonder if I gave an Oreo to _________, How would the story go? It’s time to invite everyone to fill in the blanks.
  • 48. Wonder if I gave an Oreo to Walter White Would he break back good and love his wife? Give up cooking meth and donate the cash to a charity and let Jesse live free at last? James Rich is
  • 49. Billboard: I wonder if I gave an Oreo to ______ User texts: Freddy Krueger Billboard answers: Would he be the best neighbor on Elm Street? (These could also be banner ads) INTERACTIVE BILLBOARDS
  • 50. WONDER IF I GAVE AN OREO TO J.FALLON? Maybe he’d invite Owl City onto his show to play a song and to collaborate on a special Wonderfilled duet version of the anthem, with Fallon-ized lyrics tailored to his hyper-social audience. http://www.youtube.com/watch?v=sWEfszb9h8Q
  • 51. CELEBRATE Demonstrate the brand's behavior by pushing forward the best consumer-sourced expressions of Wonder.
  • 52. Wonder if I gave an Oreo to the one that got away, How would the story go?
  • 54. Wonder if I gave an Oreo to people at school, How would the story go?
  • 57. Let wonder loose in the world. ! We are telling people what it is we believe as a brand: The world is full of wonder and we are Wonderfilled. THE CREATIVE MISSION IS GLOBAL
  • 58. Δ A + M ≠ THE POWER OF WONDERFILLED IS ITS FLEXIBILITY (IT’S NOT A FORMULA)
  • 59. PEOPLE WITH MOUTHS OUR VOICE IS UNIVERSAL…YET SCALABLE Who we are, our character, doesn’t change. But our voice — though universal — is flexible, adapting to our audience, providing range. (i.e., Moms with kids 6-12)) OUR CORE GROUPS OF INTEREST (e.g., Millennials) PEOPLE WITH MOUTHS Anthem :90/:30/:15 Bedtime Daydream ReplayU.S. EXAMPLES:
  • 60. IMAGINE if I gave an Oreo to : THE CONSTRUCT REQUIRES ADAPTATION
  • 61. THE CONSTRUCT DOESN’T ALWAYS WORK (AND THAT’S OKAY)