FCB Shanghai finds fun ways to play with Oreo
Riding on the new brand concept “Wonderfilled,” Mondelez China, together with FCB Shanghai, has launched the new “Play with Oreo” communication theme, taking imagination and childlike wonder to the next level. The “Play with Oreo” campaign encourages people to release their playful spirit inside by enjoying Oreo in their own imaginative ways.
The first wave of the “Play with Oreo” campaign kicked off with one TVC and two on-line videos, featuring the famous “daddy” celebrity in China, Gary Cao, and gastronomist Wen-Yi, to demonstrate their unique ways of playing with Oreo. To further inspire parents and children in China to create their own innovative “recipes” for eating Oreo, a recipe challenge has launched online and mobile, which includes a mini-game and social contest of submitting creative recipes. Additionally, all Oreo packages have added a unique QR code that leads the consumers to unlock a playful way to eat their Oreo. In-store, the creative free-tasting programs are rolling out to engage consumers with playful ways to enjoy Oreo.
Credits –
Business Director: Jane Lim
Regional Account Director: Tess Wang
Associate Account Director: Julian Jin
Account Manager: Cici Xiong
Account Executive: Holly Zhang
Executive Creative Director: Andy Chan
Creative Director: Simon He
Associate Creative Director: Santi Yan
Art Director: James Zhan, Jingyan Gu
Associate Planning Director: Connie Yeung
Head of Production: Robin Chen,
Senior Producer: Helen Xu
Print Producer: Ken Wang
TVC Production Houses: Brand New School, Not To Scale, Tribe
TVC Producer: Kjell Kunde
On-line video Production House: WE Production
On-line video Director: Fu Binbin
On-line video Producer: Tanya Wu
Print/OOH Production House: Amanacliq
Photographer: Jonathan Tay
Photography Producer: Wyvern Chen
Media Agency: Carat
Digital Agency: DigitasLBi