PLAY WITH OREO CAFÉ
- Activation -
PROJECT DESCRIPTION AND GOAL
Oreo implemented a global campaign titled “Play With Oreo.” The goal of this campaign was to launch Oreo’s new brand position as ‘the cookie with imagination’. The campaign needed to show consumers imaginative and fun ways to play with Oreo cookies beyond the “twist, lick, dunk” ritual. We created an experiential café. The consumer journey was designed to inspire irresistible fun, and social media sharing.
MY ROLL
I was part of the creative team that conceptualised the campaign idea. I was responsible to design all graphic elements including signage, set building branding and interior elements. The interior elements include the conveyor bar, social media printer and pay point. I also designed the promoter attire and all merchandise, such as sun glasses, t-shirts and hats that was sold at the store. I was part of planning the layout of the store and drawing the floor plans. All elements I designed was art directed by creative director Thurlow Hanson-Moore, production manager Vanessa Pike and interior designer, Verity Maud.
PR
This was supported with a strong PR, social and digital amplification strategy. During 2015 the campaign was rolled out in 100 territories. SA trended #1 as the highest contributing territory to the #PLAYWITHOREO hashtag worldwide.
Activity Poster Design
Menu Design
Activation Day
Please note: All campaign intellectual and design elements are property of Mbongiworks Pty (Ltd) and headed by directors of the agency and client.
