Wonderfilled Anthem by The Martin Agency Richmond for Oreo

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Wonderfilled Anthem

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Industry Confectionery & snacks, Biscuits
Media Film, Design & Branding
Market United States
Agency The Martin Agency Richmond
Creative Director David Muhlenfeld, Magnus Hierta
Account Supervisor Laurel Busony
Illustrator Martin Allais
Released May 2013

Awards

Cannes Lions, 2014
DESIGN LIONS Communication Design: Broadcast and Animated Communication - Other video content BRONZE

Credits & Description

Media: TV
Category: Confectionery & Snacks
Brand: Oreo
Geo: Americas, United States
Advertising Agency: The Martin Agency, USA
Group Creative Director: Jorge Calleja
Chief Creative Officer: Joe Alexander
Creative Directors: David Muhlenfeld, Magnus Hierta
Product: COOKIES
Entrant: THE MARTIN AGENCY Richmond, USA
Type of Entry: Communication Design
Category: Broadcast and Animated Communication - Other video content
Entrant Company : THE MARTIN AGENCY Richmond, USA
Advertising Agency : THE MARTIN AGENCY Richmond, USA

Chief Creative Officer: Joe Alexander (The Martin Agency)
Group Creative Director: Jorge Calleja (The Martin Agency)
Creative Director: David Muhlenfeld (The Martin Agency)
Creative Director: Magnus Hierta (The Martin Agency)
Managing Director: Steve Humble (The Martin Agency)
Senior Broadcast Producer: Kathy Lippincott (The Martin Agency)
Broadcast Producer: Heather Tanton (The Martin Agency)
Broadcast Junior Producer: Caroline Helms (The Martin Agency)
Group Account Director: Rich Weinstein (The Martin Agency)
Account Supervisor: Laurel Busony (The Martin Agency)
Account Executive: Molly Holmes (The Martin Agency)
Account Coordinator: Allison Hensley (The Martin Agency)
Planning Director: John Gibson (The Martin Agency)
Project Manager: Jennifer Stuart (The Martin Agency)
Senior Business Manager: Amy Trenz (The Martin Agency)
Group Talent/Music Director: Juanita Mcinteer (The Martin Agency)
Illustrator: Martin Allais (Martin Allais)

Brief Explanation:
Challenged to create compelling and significant advertising for a new, broader target. Ensure that the messaging had a universal voice that spoke equally new target consumers without alienating existing consumer base. Expand Oreo's beloved position as the world's favorite cookie into a brand that behaved and spoke like the icon it is. Make work that was iconic, bold, unique and authentic.

Describe the brief from the client:
Help Oreo reach iconic brand status by evolving their core message of childlike delight into a broader, more universal message. The campaign needs to appeal to millennials as well as the brand's more traditional target (i.e. moms).

Design Process:
The campaign shows how the simple act of sharing an Oreo can help change people's perspective on the world. This is brought to life by featuring various pop artists performing different versions of a modular brand song. The songs put unexpected twists on familiar stories and were brought to life in a variety of animation styles. Cues from the animated videos were carried into digital, print, in-store, social and out of home executions.

Results:
Double-digit sales increases within the first month of launch, helping Oreo achieve a monumental 20% share of the category.