|Title||CUT THROUGH THE COLOUR, OREO|
|Product / Service||OREO CRISPY|
|Category||A02. Rebrand / Refresh of an existing Brand|
|Entrant||MONDELEZ INTERNATIONAL Tokyo, JAPAN|
|Idea Creation||McCANN TOKYO, JAPAN|
|Production||WONDERACTIVE Tokyo, JAPAN|
|Production 2||HANABI Tokyo, JAPAN|
|Isamu Nakamura||McCann Tokyo||Executive Creative Director|
|Naoto Nishio||McCann Tokyo||Creative Director|
|Hono Nakano||McCann Tokyo||Copywriter|
|Yuki Saito||McCann Tokyo||Art Director|
|Haruki Takeuchi||McCann Tokyo||Account Director|
|Misato Takahashi||McCann Tokyo||Account Director|
|Shuhei Yamada||HANABI inc.||Director|
|Mitsuru Sameshima||P-CAMP||Music Producer|
|Shun Kawata||WONDERACTIVE||Production Manager|
|Yuji Kudo||mahna mahna||Stylist|
|Atsuko Otsu||Freelance||Hair & Make-up Artist|
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.
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.
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.