oreo | DOOmsdAY vault

Copywriter: Dan Freeda • Art Director: Leigh Stolarz • Design: Brian Gartside • Creative Director: Peter Wood • CCO: Menno Kluin • CCO: Frank Cartegena • Agency: 360i

When OREO learned of the 0.41% chance an asteroid would hit Earth on November 2nd, the company sprung into action to make sure the cookie would be protected. In less than 3 weeks, they constructed the Global OREO Vault in Svalbard, Norway.

I helped launch this extreme over-reaction of an idea on social by convincing the internet the brand was responding to the threat in real time, and setting the stage for a brand film. This included a foreboding opening tweet, banter with official Norway and NASA accounts, responding to fans in real time, a conversation with a nuclear scientist, and this open letter from a real OREO employee. After the reveal, we invited other brands to store stuf in our vault. Our efforts gathered more than 4 million organic impressions.

Emergency OREO Ration Packs diverted from the Vault in Norway were sent to influencers to encourage them to help spread the word about the impending asteroid. They included an OREO pack wrapped in protective mylar and tubes of powdered milk (just add snow).

Concept and Film created by The Community. Directed by David Shafei. Produced by World War Seven.

Press: MusebyClio, Adage, Nerdist, Hypebeast, Food and Wine, Adweek

Awards:

ADC Awards, Promotional Materials - Dimensional — Silver

ADC Awards, Promotional - WIldcard — Bronze

ADC Awards, Advertising Innovation - Direct — Bronze

ADC Awards, Advertising Innovation - OOH — Bronze

ADC Awards, Integrated - Digital — Bronze

AD STARS, Social & Influencer, Foods — Bronze

Adweek Readers Choice Ad of the Year, 2020

Andy Award, Idea

Andy Award, Craft

Campaign BIG Awards, Social Media

Cannes Lion, Brand Experience & Activation, Food & Drink — Silver

Cannes Lion, Outdoor, Special Build — Silver

Cannes Lion, Brand Experience & Activation, Social Engagement and Integration for Live Experience — Bronze

Cannes Lion, Direct, Food & Drink — Bronze

Cannes Lion, Social & Influencer, Real-Time Response — Bronze

Clio, Branded Entertainment & Content — Silver

Clio, Experience/Activation: Events — Silver

Clio, Experience/Activation: Guerilla — Silver

Clio, OOH — Silver

Clio, Design: Packaging — Bronze

Communication Arts Advertising, Integrated Campaign

Cresta Awards, Social, Best Use Of Twitter — Bronze

D&AD, Experiential: Out-of-Home — Wood Pencil

The Drum Award For Social Media, Best Social Stunt

LIA, Non-Traditional, Confections/Snacks — Gold

LIA, Integration, Confections/Snacks — Silver

LIA, Ambient & Activation, Confections/Snacks — Bronze

LIA, Digital, Confections and Snack — Bronze

LIA, Digital, Use of Social Media — Bronze

Muse Creative Awards, Branded Content, Social — Platinum

Muse Creative Awards, Experiential & Immersive, OOH — Platinum

Muse Creative Awards, Integrated Marketing, Social Media — Platinum

Muse Creative Awards, Marketing & Promotional, Other — Platinum

Muse Creative Awards, Outdoor Advertising, Other — Platinum

Muse Creative Awards, Social Media, Ad Campaign — Platinum

Muse Creative Awards, Video, Social Media – Platinum

Muse Creative Awards, Advertising, Other — Gold

Muse Creative Awards, Social Media, Humor — Gold

Muse Creative Awards, Typography, Packing/Product — Gold

Muse Creative Awards, Social Media, Other — Silver

New York Festivals, Branded Content/Entertainment, Products & Services, Food/Drink/Restaurant — Grand Prix & Gold

New York Festivals, Social Media & Influencer, Best Use, Viral — Grand Prix & Gold

New York Festivals, Brand Design, Promotional Items — Gold

New York Festivals, Direct & Collateral, Best Use, Ambient — Gold

New York Festivals, Direct & Collateral, Food/Drink/Restaurants — Silver

New York Festivals, Film, Products & Services, Food/Drink/Restaurants — Silver

New York Festivals, Packaging & Product Design, Food/Drink/Restaurants — Silver

New York Festivals, Social Media & Influencer, Best Use, Best Use of a Multi-Platform Campaign — Silver

New York Festivals, Avant-Garde/Innovative, Audience Connection — Bronze

New York Festivals, Digital/Mobile Platforms, Social Media — Bronze

New York Festivals, Outdoor, Best Use, Ambient — Bronze

New York Festivals, Public Relations, Best Use, Earned Media — Bronze

New York Festivals, Public Relations, Best Use, Events & Stunts Bronze Social Media, Twitter — Bronze

One Show, Best of Discipline, Social Media

One Show, OOH, Brand Installations — Gold

One Show, Social Media, Stunts & Activations — Gold

One Show, Branded Entertainment, Experiential, Brand Installations — Silver

One Show, OOH, Innovation in Out Of Home — Silver

One Show, Direct Communications, Cross-Channel UX / UI - Digital / Physical — Silver

One Show, Social Channel, Multi Platform — Bronze

One Show, Craft, Storytelling — Bronze

One Show, Integrated Branding Campaign — Bronze

One Show, Online-Only Video — Bronze

Shorty Award, Best Use of Twitter