360i Lights Inadvisable Campfires for Oreo

By Erik Oster 

360i launched a new campaign for Oreo, promoting the release of Oreo S’mores (can someone explain why these weren’t called S’mOreos?) with animated ads featuring an unidentifiable forest creature named S’morey.

In each spot S’morey reacts to a campfire alarm, grabbing a package of Oreo S’mores and heading to the scene to prevent campfire disaster. S’morey gets his own 80s-inspired theme song, which describes him (inaccurately) as “a bit like a badger, a bit like a hare.” The creature comes to the rescue when s’more-craving people attempt to start campfires in a canoe, on a golf course and at work, putting out the fires before providing Oreo S’mores to satisfy their cravings. While the spots never quite hit the mark with their goofy humor, S’morey is a somewhat memorable character and provides a light-hearted illustration of the flavor’s selling point (easy access to S’more flavor, without the hassle of a campfire). The ads will run on social media platforms including Facebook, Instagram, Twitter and Tumblr, in addition to YouTube.



Client: Oreo
Janda Lukin, North America Senior Director
Lauryn McDonough, Senior Brand Manager
Elise Burditt, Senior Associate Brand Manager

Social: 360i
Pierre Lipton, Chief Creative Officer
Aaron Mosher, Group Creative Director
David Yankelewitz, Group Creative Director
Declan Byrnes-Enoch, Senior Art Director
Alex Augustinos, Senior Copywriter
Bjorn Kusa, Art Director
Avi Azouz, Copywriter
Amanda Kwan, Senior Producer
Shankar Gupta-Harrison, VP of Strategy
Sandra Ciconte, VP, Group Account Director
Josh Lenze, Account Director
Maggie Walsh, Senior Strategist
Megan Falcone, Account Manager
Katya Kotlyar, Community Manager

Production Company: ShadowMachine Los Angeles
Executive Producers: Alex Bulkley, Corey Campodonico
Director: Jed Hathaway
Producer: Tobias Conan Trost
Animator: Sapphire Sandalo
Animator: Nick Bane
Animator: Sean Nadeau
Animator: Kelly Wine
Character Designer: Christina Faulkner
Character Designer: Sapphire Sandalo
Background Designer: Brian Pitt
Storyboard/Animatic Artist: Kelly Wine
Editor: Jose Martinez
Assistant Editor: Zach Frank
Sound Design: Pendulum Music; Ryan Franks, Scott Nickoley
Commercial Rep: Hunky Dory; Gisela Limberg, Ali Tiedrich

Public Relations: Weber Shandwick
Advertising: The Martin Agency
Media: MediaVest