Mondelēz | OREO

The idea won a Gold. My job was making it survive retail.

Promo codes are usually random letters and numbers. Meanwhile, a creator named Satoyu had gone viral stacking OREOs into shapes and daring people to name them, with hundreds of millions of views, no brand attached. So we turned the code into a cookie.

I art directed the commerce creative for Kroger. The problem was that the idea was sound, and most of the formats were silent, with word counts scrutinized down to the character. The solution was making the stack readable: O for cookie, RE for creme, set alongside the image so you could see the word before you said it. The headline landed at "Say it. Save on it." 

220MM social reach. +2MM users per week. +7.7% unit sales.

Awards

Cannes Lions Gold
Cannes Lions Silver x3
Cannes Lions Shortlist x11
D&AD Graphite Pencil
D&AD Wood Pencil
CLIO Silver x4
CLIO Bronze x7
LIA Silver x2
NYF Silver x2
NYF Bronze
One Show Merit x5

DENA HOBBS
CHICAGO IL

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