Hasta La Creative!

A Oreo continua a dar forma a uma das campanhas mais legais da atualidade. A proposta do conceito “Wonderfilled” é mostrar como compartilhar o biscoito pode tornar as coisas melhores, e no caminho vai criando diversas branded songs.

Começou com a banda The Owl City, no primeiro comercial, depois com uma garotinha cantando para o pai, e também com a cantora Kacey Musgraves. São letras diferentes, utilizando traços da mesma melodia como base.

O novo filme da série traz o rapper Chiddy Bang, cantando sobre compartilhar Oreo nos tempos de escola. Glória em forma de campanha. Continue mandando, The Martin Agency.

Post originalmente publicado no Brainstorm #9
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Dentro de seu novo conceito “Wonderfilled”, a Oreo continua explorando a ideia de que compartilhar um biscoito pode tornar o mundo um lugar melhor.

Agora uma menina imagina como seria se ela desse um Oreo para o seu pai, no momento em que ele a diz para ir dormir já que está ficando tarde.

O jingle apresentado no comercial-manifesto ganha nova interpretação, mantendo a excelente arte e doçura pretendida pela campanha.

Criação da The Martin Agency.

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Closing the books on a yearlong anniversary celebration double-stuffed with buzzworthy work, Oreo is now launching "Wonderfilled," a colorful new campaign celebrating sharing. The TV spots, Oreo's first from The Martin Agency since signing with the agency late last year, are infectiously catchy thanks to the custom soundtrack featuring Adam Young of Owl City fame. The premise is that passing along an Oreo could probably turn all manner of murderous beasts into kind-hearted souls. Who knew? "The ability to wonder is something we all share, but too often forget or ignore," the agency writes in its description of the campaign strategy. "Wonderfilled captures the universal human feeling that kids are naturally so good at, yet adults need to be reminded of: a sense of wonder in the world." Check out the anthem spot below, along with a shorter version and a print piece after the jump. 

Cookie or creme? Perhaps not surprisingly, Oreo says it's both. Following the "Whisper Fight" Super Bowl spot, the #cookiethis/#cremethis Instagram campaign, the Oreo Separator videos and the "Life Raft" TV spot, Wieden + Kennedy today wraps up its "Cookie vs. Creme" campaign with SuperImportantTest.com, an amusing grab bag of a website which makes it clear that there's no wrong answer to the question of which part of an Oreo is better. Submitting a vote on the site takes you to one of more than 30 silly videos—from 2-D horse animations to robotic cats and everything in between. Directors, production companies and YouTube personalities from "six different time zones" (!?) created the clips, the agency says. After each one, you can go back and cycle through the others. All in all, the campaign was a pleasant confection—six weeks of inspired silliness which proved that even with kind of a dumb premise, Oreo can still have plenty of fun. Credits below.

CREDITS
Client: Oreo
Project: Super Important Test
www.SuperImportantTest.com

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Jason Bagley, Craig Allen
Digital Director: Matt O'Rourke
Copywriter, Digital Creative: Jarrod Higgins
Art Director: Ruth Bellotti
Account Team: Scott Sullivan, Jessie Young, Ken Smith
Broadcast Producer: Katie Reardon
Broadcast Production Director: Ben Grylewicz
Interactive Producer: Robbie Veltman
Executive Interactive Producer: Lori DeBortoli
Information Architect: Jake Doran
Digital Designer: Paul Levy
Creative Technologists: Ryan Bowers, Billy McDermott
Executive Creative Directors: Joe Staples, Susan Hoffman

Video Creators
Carl Burgess
Cat Solen
Tony Foster
Fatal Farm
Jimmy Marble
Max Erdenberger
McRorie
Power House
Agile BrandTelligence
Visual Arts and internal W+K resources, including W+K Motion Department and Don't Act Big Productions

Development Partner
Hook LLC

"Maybe you should just use? a knife." That's one of the less charitable reactions to this latest Oreo Separators video from Wieden + Kennedy—part of a series in which inventors and technologists develop machines and tools that are much more complicated than a mere knife to separate Oreo cookies from their creme. (Yes, I know, what's even the point of doing that at all?) In this third video, a couple of guys from the London conceptual-art collective Dentaku do their best with a Ferris-wheel-style contraption that—well, to be honest, it's a disaster at first, though the guys do redeem themselves somewhat at the end. Our favorite is probably still the video with the toy scientists.

A humanidade pode ser dividida entre quem separa ou não o biscoito do recheio. Para muitos, a separação é uma tradição que deve ser respeitada, e quem come tudo junto está cometendo uma heresia. Já para aqueles que separam, resta outra dúvida: Você prefere a parte do biscoito ou do recheio?

São tantas questões que a Oreo quer facilitar o árduo trabalho de separar biscoitos, e criou uma engenhosa máquina em favor do homem, num projeto em conjunto com o físico David Neevel.

A criação da Wieden & Kennedy faz parte da campanha “Cookie vs. Cream” da marca, que promete trazer novos pensadores e engenheiros robóticos comprometidos exclusivamente com o progresso de nossa espécie.

Post originalmente publicado no Brainstorm #9
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Com um simples e simpático tweet, a Mars Inc. (sacou?) aproveita o pouso Curiosity em Marte: “Viemos em paz. Com biscoitos Oreo”.

Eles avisam que o recheio vermelho ainda não existe, mas a NASA já pode ficar despreocupada em caso de encontrar algum alienígena insatisfeito com a “invasão”.

Post originalmente publicado no Brainstorm #9
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