The Campaign

The models handing out samples at the event were all dressed in black and white—the color of Oreos. This created an impactful visual contrast with the colorfulness of Harajuku, locations chosen for the event as two of Japan’s most stylish and fashion-conscious districts.

Creative Execution

In order to get people to instantly think of Oreo, we had the models not only dressed in black and white, but painted in black and white as well (their faces, hands, and feet). To create even more impact, the sampling event was executed guerilla-style without advance notice. The all monochrome event impactfully cut through the bright colors of the event venue.

Indication of how successful the outcome was in the market

We successfully generated media ad value that was approximately three times the creative production cost. The event was picked up by news sites not only in Japan, but various news outlets across Asia.

We aimed for strong social media amplification by choosing sites that were especially popular among young trendsetters and influencers. The models were dressed in Oreo’s signature color of black and white to create impactful contrast with the bright colors of the city and to attract picture-taking and dissemination on social media.