PUBLICIS STUDENT WORKSHOP
DIGITAS BRIEF 2022
Product: Oreo Twists
Audience: British Millennial adults who really need a break from their standard daily routine.
Brief: We’ve all been through it the last few years and life hasn’t been as playful as it once was. So, OREO, being the ‘World’s most playful’ cookie wants to help people find small pockets of their day where they break out of the everyday rut to enjoy an OREO, connect with those around them and have some fun.
Consumer Insight: I wish I had more chances in the day to shake things up and be playful with those I love to keep everyday life from getting stale.
THE PROFESSIONAL TWISTER
My personal insight when buying some Oreo Twists was that there is definitely a knack for twisting them apart to get the cream on both cookies. It is almost a skill. So what if there was a professional twister who could help you twist apart your Oreo Twists?
Introducing, the man, the myth, the legend, Greg Howard.
The interview-style film shows Greg talking about how he became the professional Oreo Twister, some of the records he's broken and how he loves making people's day by doing what he does best.
The film also shows scenarios where Greg has burst into offices and crashed people's picnics to twist apart their Oreo Twists.
PROFESSIONAL TWISTER QUOTES:
“My record for twisting every Oreo Twist in a pack is 8.72 seconds."
"I sleep easy knowing I've helped people share their Oreo Twists."
QUICK SCAMPS FOR DIGITAL AND OOH
With there being a knack for twisting apart Oreo Twists a great idea for print and digital would be an instruction manual on how to perfectly twist the cookie apart.
Below are some examples of instruction manuals for reference and then below that is a drawing of how it could look.
SECOND POSTER IDEA
Being a Warhammer kid I've always been fascinated with how hobby sets are packaged. They would make for some great OOH special builds. With Oreo Twists being so playful they lend themselves to being hobby kits. It would work as a special build and also a PR stunt where you can buy an Oreo Twist hobby kit and make your own cookie keyring.
HOBBY SET EXAMPLE
DRAWING OF POSTER IDEA
THIRD POSTER IDEA
A quick tongue-in-cheek idea that references which pill to choose from The Matrix.