Oreo gives ‘wonderfilled’ goodness to world leaders

11 March 2016

Advertiser: Mondelez
Creative Agency: AJF Partnership
Media Agency: Carat (NSW)

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Oreo aims to spark wonder with the launch of its global brand platform ‘wonderfilled’.

The 'wonderfilled' philosophy is based on Oreo's belief that the world is full of wonder and positivity, even when we may think it isn't. The idea is people can unlock this wonder with an act as simple as sharing an Oreo.

A 15-second TV commercial ‘World Leaders’ officially launched the new brand platform. Shaped around the global creative 'I wonder if I gave an Oreo to...', it has been reimagined for the Australian audience, encouraging them to see the world with “open eyes and a curious heart”.

ANZ Biscuits Mondelez International senior manager marketing, Sara Black, says it is the largest campaign for Oreo Australia.

Oreo will continue to spread the wonderfilled story on and offline with influencer engagement, whereby influencers will show their interpretation of what wonder means to them in their own unique way.

The ad is promoted across channel via TV, in-store, PR and influencer engagement, digital, and social media.


Mondelez International (Oreo)
Senior Manager Marketing - ANZ Biscuits: Sara Black
Brand Manager – Oreo & Cadbury Biscuits: James Timms
Assistant Brand Manager - Sapphira Nolan

Creative Agency – AJF Partnership
Executive Creative Director: Andrew J. Foote
Creative Directors: Michael Skarbek and Jess Harold
Senior Copywriter: Simon Gross
Senior Art Director: Dillon McKenna
Senior Account Director: Emma Grant
Senior Account Manager: Brad Richardson
Agency Producer: Charlotte Wren

Animation: XYZ Studios
Directors: Luca&Sinem
Executive Producer: Garett Mayow
Producer: Douglas Pope
Design: Luca Schenato
3D Animation: Sinem Vardarli
2D Animation: Marco Palmieri

Sound: Final Sound
Music Composer: Paul Ruske
Audio Post Producer: Laura Hesse

Media agency: Carat
Digital agency: SapientNitro
PR agency: One Green Bean

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