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!
Star Wars™ OREO cookies generated excitement on People, Food & Wine, Hypebeast, Nerdist and more. The pack was featured on Late Night With Seth Meyers, Access Hollywood, and more. The press went crazy, earning 1,094 placements, 7.3 billion earned impressions, and of course, tons of fan-made social content.
AWARDS:
AICP 2025 - Shortlist
Cannes 2025 - Bronze Entertainment
Cannes 2025 - Bronze Social & Creator
Cannes 2025 - Shortlist in Media
Clios 2025 - Silver Paid Social Media Post
Cresta Awards 2025 - Grand Prix Social & Influencer: Influencer Campaigns
Cresta Awards 2025 - Gold Brand Storytelling
Effies 2025 - Bronze Sustained Success
Gerety Awards 2025 - Silver Entertainment Cut > Alternative
Kinsale Shark Awards 2025 - Silver Digital & Social: Food
Kinsale Shark Awards 2025 - Bronze Digital & Social: Social Video – Best Creative Use of an Influencer by Advertiser/Brand
LIA Awards 2025 - Finalist Branded Content - Use of Social Media
One Show 2025 - Merit in Stunts & Activations, Influencer Marketing & Use of Celebrity, Brand Partnership categories
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