Oreo and FCB Jakarta encourage Indonesians to spread wonder and positivity this Ramadhan
As a follow up to the successful global Wonderfilled campaign launched in South East Asia last year, FCB Jakarta has created a new campaign which encourages Indonesians to spread the wonder this Ramadhan. “The Wonderfilled philosophy is based on Oreo’s belief that the world is full of wonder and positivity, and one can unlock this wonder with an act as simple as sharing an Oreo. This premise especially holds true to the behavior during Ramadhan,” said Anthony Ho, Marketing Director, Brand Equity, Oreo, Asia Pacific.
Biscuits consumption during the period of Ramadhan has a large spike due to the gifting behavior, but most of the communication in the market is full of cliches and similar in look and feel said Ita Karo Karo, Head Biscuits, Indonesia. The opportunity to stand out in the clutter was by leveraging the Wonderfilled platform but making it relevant to the Indonesian context.
“Ramadhan is a time to reconnect and celebrate existing relationships but as adults we forget to sometimes go through the motions without finding new joy in these rituals. Sharing something as small as an Oreo can bring about incredible positive change and when we ask “I Wonder if I gave an Oreo?” during Ramadhan, maybe some new relationships will be forged and some old connections finally acknowledged. It all starts with one incredible question”, said Ravi Shanker, Regional Creative Director, FCB.
The TV spot is created by Making Name productions and music composed by Genuine Music Singapore. The campaign is also supported on ground with an ‘Oreo Wonder Truck’ which will travel around Indonesia spreading the Ramadhan wonder by hosting special break fasting sessions with key influencers who will host music sessions, encourage forging of new relationships and distribute Special Oreo Ramadhan treats.
Credits –
Ravi Shanker, Executive Creative Director
Ade Prabas, Group Head Copy
Anom Farid, Group Head Art
Andrew S, Senior Art Director
Sony Nichani, Managing Director
Chetan Shetty, Group Account Director
Mira Amira, Account Manager
Mondelez
Anthony Ho, Marketing Director, Brand Equity, Oreo, Asia Pacific.
Ita Karo Karo, Head Biscuits, Indonesia
Dian Ramadianti, Senior Brand Manager
Victoria Budiman