Oreo Pride
2019
2019
To celebrate World Pride, Oreo created special-edition packaging celebrating gender, pronouns, and the transgender community. Over 45,000 of these packs were produced and handed out at the World Pride parade in New York City in 2019.
To represent the concept of "His, Hers, and Theirs" packaging, we split the production run into 3 different designs, representing different gender identities. This allowed pride participants to choose the pack (or, packs) that they related to, and to celebrate and share their own chosen pronouns and identities.
The colors of the packs are inspired by the colors of the transgender flag and each design contains all 3 colors to some degree. We created this complex and mind-bending "impossible structures" illustration to convey the sheer complexity of gender and the trans journey. 💗🤍💙
The design seamlessly covered the entire Oreo pack on all sides. Each is slightly different in structure
Credits
Agency—360i
CCO—Menno Kluin
ECD—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Copywriter—Jessica New
Producer—Adrienne Darnell
Design Director—Brian Gartside
Designer—Sophia Del Plato
CCO—Menno Kluin
ECD—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Copywriter—Jessica New
Producer—Adrienne Darnell
Design Director—Brian Gartside
Designer—Sophia Del Plato
Retoucher—James Lavery
