360i tapped L.A. celebrity chefs Roy Choi, Michael Voltaggio and Nguyen Tran (of Starry Kitchen) for a new campaign for Oreos.
Created in collaboration with production company Decon and directed by Claire Cottrell, the series features “Oreo hacks,” with the chefs repurposing the sandwich cookies in inventive, delicious ways. Choi, who you may remember was recently featured in a Google Glass spot, crumbles Oreos into a chicken tender crust that seems like a delicious late night snack. Voltaggio, meanwhile, transforms the cookies into dessert tortillas, accompanied by a shandy created with Lemon Oreo creme. Chan comes up with an “impulse hack” based on other items found in a convenience store, combining Oreos with pound cake, cherry soda and salted peanuts to make a kind of bread pudding. Before introducing their recipes, each chef waxes nostalgic on eating Oreos growing up and shares their different methods of consumption (Voltaggio is an Oreo puller, while Choi is more of a traditionalist). It’s a fun campaign, and should help shed a different light on the brand — especially since the videos point viewers to Oreo’s Tumblr, where they can get the recipes for the Oreo hacks. Stick around for Voltaggio and Tran’s Oreo hacks and full credits after the jump.
Chief Creative Officer – Adam Kerj
Group Creative Director – Michael Nuzzo
Art Director – Andrew Tobin
Copywriter – Devin Brown
Strategy Director – Shankar Gupta
Senior Strategist – Maggie Walsh
VP Group Account Director – Sandra Ciconte
Producer – Amanda Kwan
Producer – Laura Benjamin
Community Manager – Katya Kotlyar
Community Manager – Jwala Gandhi
Director: Claire Cottrell