dentsu: Star Wars x OREO
Open a pack of new Star Wars OREO cookies to discover your destiny. Will you join the Light Side? Or the Dark Side?
Before the pack launched, we dropped a conspiracy on tumblr, one claiming that OREO cookies have been hidden in Star Wars since the very beginning…
And to promote this cookie conspiracy, we brought in actor and Star Wars fan Josh Gad to share his thoughts and spread the word.
Thousands of fans rallied around the theory, including Luke Skywalker himself!
We even got a shout out from Seth Meyers on Late Night.
DAY ONE STATS:
979k+ impressions and 95k+ engagements across OREO organic social channels. 112 media placements 979k+ impressions and 95k+ engagements across OREO organic social channels, with no signs of slowing down.
AGENCY: dentsu
ECDs: Leonardo Barbosa & Cuanan Cronwright
CDs: Eric Dennis & Mike Cuthell
Creatives: Haley Schrenk, Shaw Schiappacasse, Makenna Bortells, Caroline Noonan
Designer: Elizabeth Stakofsky
Group Design Director: Zulema Orozco
Pack art: The Iconic Greg Hildebrandt