Oreo - "Smile With Oreo"

Leo Burnett Indonesia

Leo Burnett Indonesia Jakarta , Indonesia

1695

Brand: Oreo
Country: Indonesia

Advertiser: Mondelez

Title	Smile With Oreo
Agency	Leo Burnett Indonesia
Campaign	Smile with Oreo
Advertiser	Mondelez
Brand	Oreo
Date of First Broadcast/Publication	2022 / 4
Business Sector	Biscuits, Bread, Crispbread
Story	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.
Philosophy	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
Problem	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%.
Media Type	Social Media
Length	116 seconds
Market	Thailand
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
Production Company	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
Animation/3D	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 Production	Hafiza Yussaini
Motion Graphics Designer	Xin Yi Ang
Sound Design Company	Fuse Family Pte Ltd
	Siti Nur
Project Manager	Qianshu Cheng