360i, Weber Shandwick and Momentum collaborated on a campaign serving as a follow-up to February’s “Oreo Wonder Vault” effort for Oreo, which saw a mysterious Oreo door near 18th Street between 7th and 8th Avenues in New York lead to a Wonka-esque OOH activation. The follow-up changes coasts, with a Los Angeles installation promoting the brand’s new Choco Chip Cookies.
The 30-second launch video, running on digital and social, stokes childhood nostalgia in viewers by reminding them of a time when imaginative playtime ended with a snack of chocolate chip cookies … and no one even had to recharge their mobile devices!
Depicting a man moving to a new house with his son while recalling his childhood, the spot ends with the pair sharing a few Choco Chip Cookie Oreos along with the line, “But no matter where we end up or how far we go, we can still feel at home with this new treat from Oreo.”
The actual OOH component of the campaign follows through on the theme. Visitors to the “Wonder Vault” in L.A. will find a rooms full of oversized objects, meant to make them feel like a kid again, including a giant table with oversized charis where they can sit, legs dangling, and, of course, an enormous cookie jar full of Oreos.
This is not a green screen.
“The new cookie is a combination of two childhood classics: Oreo and chocolate chip. Together they become a beacon of home, evoking simple childhood memories of wonder and ease,” the brand told AdFreak.
In addition to the OOH activation and launch video, the campaign also includes a week-long, Twitter-based sweepstakes offering participants the chance to win a pair of Oreo cookie jars and two packs of Choco Chip Oreos to fill them.