PENELOPE HOGAN

Client:               Mondelez Australia

Brand:               Oreo

Campaign:        Wonderfilled Remix

Agencies:         The Story Lab, Carat, iProspect & Sapient Nitro

Dates:                April-July 2016

My role:             Creative Producer

Deliverables:     50 x 15 second animated music videos + 1 x 90 second Anthem

Our challenge was to generate the same love and awareness of Oreo brand in Australia as in other markets, through an interactive social media campaign.

Wonderfilled is the new ‘Twist, Lick, Dunk’ and Oreo were seeking to reach a wide audience to make ‘Wonderfilled’ a part of everyday language. ‘Wonderfilled’ is about unlocking the audience’s sense of child-like wonder and imagination by sharing a ‘token of wonder’ – an Oreo cookie.

As Creative Producer I saw the project through from concept development to social & content planning and production of both music and animations. Each day during the campaign, Oreo Facebook fans could participate by submitting their own imaginative Wonderfilled stories via Facebook. The live studio would then select the best stories each day and turn them into fanciful songs and animated music videos.

The music and animations were true to the spirit of Wonderfilled, with a bespoke set of characters and assets being created especially for Wonderfilled in pre-production, to ensure we could surprise and delight consumers by delivering them their very own animated music videos within a 24 hour turnaround. For the music studio we sourced 3 talented and versatile independent artists to cover a range of musical genres and make each song unique.

At the end of the campaign, the best stories were combined to create a full length Wonderfilled anthem, a tribute to the Oreo fans and the spirit of imagination and creativity that was shared throughout the campaign! (launching 4 July)