OREO Xbox put a taste of the cheat.
Cookies inspired by the buttons on the Xbox joystick.
We turned Oreo cookies into a gaming experience. It wasn't just about new designs; we wanted to push the boundaries even further.
So we made a groundbreaking decision: we introduced 6 new embossments on the cookies.
The cookies were given an innovative role by allowing consumers to create their own cheat codes and unlocking prizes.
We unlocked the players but blocked the internet.
The campaign was launched in 24 countries on the European continent. In less than a day we were already a fever on Twitter and TikTok, with several memes, videos and people informing which supermarket still had the OREO XBOX products, since our products were sold out in 3 days.
The unofficial Oreo team came into play.
While people were showing their love for the campaign on Twitter and TikTok, something totally unexpected was happening in the gamers' lives.
The first amateur FORZA 5 championship was held, with only PAGANINI OREO cars. Lives of Sea of Thieves to see who had the most devoured OREO SHIP.
But the thing really caught fire when a semi-professional HALO INFINITE team took the field using only OREO skins.
There were so many people talking and spreading the word at the same time that we were in media outlets all over the world.
So far, over 800,000 items were unlocked, and we are still counting.
Design, design system and care.
The design of all materials was thought to join the two brands: OREO & XBOX.
We studied ways to bring the qualities that the OREO Brand has been building in Europe, from skins to graphic and digital materials, all structured within a guide built by the Saatchi & Saatchi art directors team.
Console OREO Xbox.
We have had over 800,000 items unlocked so far, and among them are some winners of the XBOX Console with OREO skin.
More work