The Campaign

For the campaign, we turned “Oreo art (drawing on the cream of the Oreo cookie)” into digital content and had people participate by sending in a pair of drawings of their families’ faces drawn on the digital Oreo cookie. For winners, the drawings were turned into cloth badges, which were delivered together with a pair of border T-shirts for the badges to be ironed onto and for parent and child to wear as matching looks. In this way, Oreo was able to bring families family time, as well as leave them with the tangible memory of the fun time in the form of Oreo face drawings and matching looks for parent and child.

Creative Execution

We developed digital content where users could draw each other’s faces on a digital Oreo cookie to create their very own “Oreo art.” We put it up on the website so that anyone could casually try their hand and experience it. Users could then enter a campaign to have a pair of their drawings turned into cloth badges. Winners were sent the custom-made cloth badges together with a pair of matching border T-shirts for the badges to be ironed onto. We took advantage of some of the best Japanese craftsmanship to ensure that both the badges and T-shirts were of high quality. We also created a TVC specifically to announce the campaign as well as hosted an experiential event, which helped to attract many families to participate in the campaign.

Indication of how successful the outcome was in the market

With 65,412 participants, we were able to help many families spend time together and succeeded in getting many parents (especially fathers) to realize that they haven't been spending enough time with their children.