OREO / STAY PLAYFUL
In Mexico’s, Oreo´s is perceived as a foreign brand and only for special occasions, we need it to bring her closer to the everyday moments of the typical Mexican family.
How we did it? We found the right moment to be the spark of joy, late in the night, when most of the millennial parents are at home back from their work, but in most cases, the attention is in sending the last emails of work when that attention should be for their kids.
Suddenly an Oreo Cookie rolls on the desk hitting the father's laptop, with the corner of the eye we can see a little kid running
away laughing. Oreo, was the excuse, the link, for our kid and his father to bond over a glass of milk and an Oreo.
Stay playful is an open invitation for everyone to close the laptop, to take a pause, and just be kids.
The campaign helped to increase Oreo´s SOM, coming from 7.2% to 12.2%, with 47 million people reached in social media.
Also, the master graphics of the campaign was very celebrated inside Móndelez,
using the KV´s as an example of execution for Stay Playful campaign for other countries.
The main TV ad was focused on the father side, but for digital platforms we developed more targets: Mom, grandmother and kids alone.
We took literally our concept "Stay playful" for the print campaign, showing our main protagonist (the Oreo cookie) in several playful moments.
We also develop content capsules for social media.
Production Company: Aureo Studio
Thanks for watching.
Oreo Mexico's Campaign @ FCB México / The Martin Agency
DG:Jonathan Betancur
Concept: Jorge Cordero, Rubén Cabezas, Ana Moreno
3D Design and rendering: Agustín Padilla, Nacho Tamez
Agency producer: Julio Lopez
Role: concept, art direction, creative lead
Production Company: THE MAESTROS
