Today Only, See the Dreamland Behind This Mysterious Oreo Storefront in L.A.

Cookie brand opens its latest Wonder Vault installation

Headshot of Tim Nudd

Back in February, a weird Oreo door suddenly appeared on 18th Street between 7th and 8th Avenues in New York, promising untold wonders of cryptic cookie goodness. Now, Los Angeles gets its turn.

The cookie brand's new Wonder Vault installation—created by 360i, Weber Shandwick and Momentum—will be open today only (Monday, July 11) at 1555 W. Sunset Blvd. from 9 a.m. until 7 p.m. PDT. It's an elaborate ad for Oreo's new Choco Chip cookies, and it features rooms that will make adults feel like kids again, as everything within them is oversized.

"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 tells AdFreak.

The OOH campaign also has interesting digital components. It's using Twitter Moments to extend the story, and 360i has also created two geo-targeted Snapchat filters, one within the Wonder Vault and another within a mile radius.

The campaign includes two other main elements.

First, there's a launch video (see below), which will be running on digital and social, which takes fans on a journey back to their childhood.

Second, there is also a week-long sweepstakes centered on a conversational ad unit on Twitter. Users will click on a button containing the hashtag, personalize a pre-populated tweet and tweet the video and their response out to their followers for a chance to win a set of Oreo Cookie Jars and two packs of Choco Chip flavored Oreos.

If you stop by the Wonder Vault today, let us know how it is. 

@nudd Tim Nudd is a former creative editor of Adweek.