FCB Shanghai finds fun ways to play with Oreo

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Play with Oreo_tvc.jpgRiding 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.

Oreo.jpgThe 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