John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
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
????
20. Children experience delight because
they have a positive, unbiased perspective on the world.
!
They see and feel things differently.
CHILDLIKE DELIGHT
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.
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
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