The OREO Global Vault – For All Humankind
Alerted by a concerned fan on Twitter, OREO was on a mission to save the OREO cookie from the impact of Asteroid 2018 VP1 by building the OREO Global Vault in the permafrost region-Svalbard, Norway.
To bring this activation to life, they had to work against actual space and time. Agencies, directors, producers, & editors prioritized the production of the documentary, short social videos, physical vault build, social communication plan, media outreach plan, and influencer assets in record time: from idea to reality in only 35 days.
For OREO Global Vault idea to work at its best, it needed to feel real for viewers and very real for the brand and architect tasked with saving the OREO cookies. Maintaining an authentic and urgent tone required elevating the storytelling – showcased by the film cast. A crew of both professional actors and Mondelez employees gave the film a very authentic feel. They dropped everything to save OREO cookies. The Global OREO Vault is real, even if only in the hearts of OREO fans and followers.
On top of everything that happened in 2020, NASA reported that Asteroid 2018 VP1 was headed toward Earth’s atmosphere on November 2. “I wonder who will save the Oreos,” tweeted a concerned citizen.
Although there was virtually no chance (0.41% to be exact) of the asteroid threatening their beloved cookie when it passed by, OREO wasn’t willing to risk a future without the world’s favorite cookie.
Their civic duty was to take the potential threat seriously and work day and night to protect the future of OREO Cookies for our civilization. But how? By building an asteroid-proof vault in Svalbard, Norway, filling it with a stockpile of OREO Cookies, and documenting the entire journey along the way.
They overhauled OREO’s Instagram and Twitter for five days, masterfully dropping playful teasers about their plan to save the OREO Cookies. Upon sharing that OREO had a plan in the works, fans responded with feelings of relief and gratitude that followed their very serious tone and anticipation for what was to come.
They gave fans a peek into the vault to further drive campaign engagement, which held special OREO packs wrapped in a protective casing, accompanied by powdered milk (add snow!). Fans went *wild* for them, asking how they could get their hands on a pack and requesting OREO make them for real.
This cross-agency, integrated campaign jumps on a worldly event by playfully creating social buzz and taking swift and measured action to protect OREO cookies at any length, all while inviting fans and other brands to get on the fun. OREO is a brand that’s constantly finding new ways to tap into the cultural zeitgeist. And while culture may change, the fact that OREO is loved across the country does not. Their social approach was to playfully insert the love for OREO into a new and relevant context (the impending asteroid) and drive social buzz among fans throughout the journey. They took this one step further by creating elements that captured consumer attention, like customized packaging for the stockpile of OREOs.
Credits
Brand: Mondelez International
Product: OREO
Campaign: OREO Global Vault
Agency: The Community Miami
