Titolo | Smile With Oreo |
Agenzia | Leo Burnett Indonesia |
Campagna | Smile with Oreo |
Cliente | Mondelez |
Marca | Oreo |
Data di Prima Diffusione/Publicazione | 2022 / 4 |
Settore | Biscotti, Pane e sostitutivi |
Trama | Given that there are 13 unique smiles which Thai people are used to, we artistically represented our smiling cookie to capture these unique smiles through design and animation. These smiles were available on GIPHY. |
Filosofia | Songkran, was an opportune time for OREO to reactivate it’s Stay playful platform and rebuild lost in- home consumption. The challenge though was despite reopening of the economy, the impact of Covid had taken away the smiles (happiness) from the land of smiles. OREO” as a catalyst of playful connections with its equity of the smiling cookie, a symbol of playfulness, wanted to encourage Thai people to get their ‘lost’ smiles back. With our “Smile with Oreo’ Campaign we aimed to make Thailand smile again during the most playful season in Thailand, the “Songkran Festival. Given that there are 13 unique smiles which Thai people are used to, we artistically represented our smiling cookie to capture these unique smiles through design and animation. These smiles were available on GIPHY. An unique partnership with Tiktok to ccreate the platform’s first-of-its-kind smile challenge – #SmileWithOreo Working with LINE, we created stickers for chat |
Problema | OREO despite years of presence in Thailand has not managed to win hearts of Thai people. Compounding our challenges, Co-vid had led to consumption drop by a huge 15% , with a share loss of -0.4pp vs YTD May’20, as well as the total Cookies Segment in Thailand also was suffering and showed a decline of -20%. |
Tipo di Media | Social Media |
Lunghezza | |
Market | Tailandia |
Advertising Manager | Nikhil Rao |
Advertising Manager | Vikram Chandratrey |
Advertising Manager | Leonita Fransisca |
Advertising Manager | Alvin Miranda |
Advertising Manager | Nattida Anuntnart |
Advertising Manager | Tanat Anutrakulchai |
Chief Executive Officer (CEO) | Sony Nichani |
Chief Creative Officer | Ravi Shanker |
Regional Business Director | Monideepa Nandi |
Creative Group Head | Achmad Fauzi |
Art Director | Chairul Maulana |
Creative Team | Pingkan Lumanauw |
Graphic Designer | Rico Eksa |
Head of Design | Tomohira Yanagihara |
Designer | Daisuke Kimura |
Designer | Yuki Akiba |
Designer | Shigenori Ohara |
Account Planner | Bilal Abdulrachman |
Associate Account Director | Avisenia Qashashi |
Project Manager | Widya Kusumawati |
Agency Producer | Anti Istianti |
Casa di Produzione | Directors Think Tank |
Director | Carolyn Chon |
Post | Two AM Music Studios Malaysia |
Audio Post Production | Tank3 |
Audio Post Production | Two AM Music Studios Malaysia |
Music Composer | Two AM Music Studios Malaysia |
Offline | Syed Aadlie |
Post Production | Syed Aadlie |
Image Design | Chua Yun Wen |
Grade | Katelyn Tan |
Media Agency | Spark Foundry |
Media Planner | Wanwisa Sutaepakul |
Digital Planning Director | Kumar Prashan |
Media Planner | Daracha Thongtae |
Post Production Supervisor | Ralph Ooi |
Post Produzione | Hafiza Yussaini |
Motion Graphics Designer | Xin Yi Ang |
Sound Design Company | Fuse Family Pte Ltd |
Siti Nur | |
Project Manager | Qianshu Cheng |