Description
In 2023, OREO is partnering with Xbox to create an unmissable activation that will unlock playfulness in real life. Saatchi & Saatchi is leading the creative work that will be launched across more than 20 European countries.
The world’s number one cookie*, OREO, and international gaming giant, Xbox, are on a mission, putting the cookies at the heart of the campaign by leveraging something that has been part of the gaming world for a long time: cheat codes.
Cheat codes allow players to unlock special features or abilities in the game that are not available through standard play. For the first time in Europe, OREO is launching 6 different embossments inspired by the Xbox controller. Consumers will be able to create combinations with the OREO Xbox Special Edition cookies and unlock amazing prizes on the official website.
The possibilities are endless - players could use cookies to unlock a custom Xbox Series S Console designed to look like an OREO cookie being dunked into milk, Xbox Game Pass Ultimate subscriptions, Xbox Stereo Headsets, or exclusive OREO-themed in-game content**:
A “Valiant Corsair” Sail Set for Sea of Thieves.
A “Parade Ground” Armour Coating for Halo Infinite.
A “2009 Pagani Zonda Cinque Roadster ‘Oreo Edition’“ for Forza Horizon 5.
As gaming is becoming extremely popular nowadays, both brands are stepping-up by bringing their perfectly matching DNA to the table, creating playful moments for millennials, gamers and customers alike.
This professional campaign titled 'Unlock playfulness' was published in Germany in January, 2023. It was created for the brands: Oreo and Xbox, by ad agency: Saatchi & Saatchi. This Integrated medium campaign is related to the Food and Gaming industries and contains 1 media asset. It was submitted over 1 year ago.
Credits
Credits Mondelēz Europe
Guillaume Brochen - Sr. Marketing Director Bakery
Chiara Missio – A. Marketing Director Treat (Oreo & Choco bakery)
Jonathan Ryan – Base & Equity Manager Oreo
Agata Maciag – Junior Brand Manager Oreo MEU
Saatchi & Saatchi, Düsseldorf
Dennis May – Chief Creative Officer
Stephanie Rupp – Chief Business Officer
Christian Anhut – Executive Creative Director
Jan Propach – Executive Creative Director
Miguel Paz Chagoya – Client Partner
Elvira Fernández Rueda – Senior Account Manager
James Whatley / James Larman / Sarah Sandford – Strategy Partner
Concept:
Gabriel Lepesteur
Ian Guimarães
Art director:
Ian Guimarães – Senior Art Director
Eduardo Macedo – Senior Art Director
Marcelo Seguti – Art Director
Cara Shikura – Art Director
Copywriter:
Gabriel Lepesteur – Senior Copywriter
Daniela Jeschkeit - Copywriter
Production
Dominic O’Riordan – Director
Iconoclast - Production company
Robert Sieg – Producer
Creep – Postproduction company
PoP Studios
Petra Aniot-Helt - Group Account Director
Beatrix Imrei – Senior Account Director
Agnes Hir – Production Account Manager
Microsoft:
Marcos Waltenberg - Director of Global Partnerships and Social Impact, Xbox
Gordon Donald - International Partnerships Lead, Xbox
Microsoft Partner Agency - Miai Brand Partnerships:
Bolu Akindoyin - COO and Partnerships Director
Scott Zeall - Partnerships Manager
Taya Harris - Assistant Partnerships Manager
