Oreo Times Stunt to Coincide with Solar Eclipse

Head-turning work by the cookie brand's agencies.

Oreo — which basically started this whole “real-time marketing” thing, remember — staged quite the stunt in London this week with the help of multiple ad/media/PR agencies.

In order to take maximum advantage of today’s rare solar eclipse, the company created a video billboard set to coincide almost perfectly with the movement of the sun itself.

Here’s a sped-up video of the event:

The campaign, however, was far more complicated than that. Take it from the head of Oreo’s UK social media team:


This was nothing if not a multimedia promotion: the client’s media-planning agency PHD scored a placement on the cover of top tabloid The Sun, and its “out of home” agency Talon created the billboard:

Here’s the Sun cover itself:

Screen Shot 2015-03-20 at 3.13.14 PM

The cover was created by Oreo agencies FCB Inferno and Drum and promoted by the paper’s own social media team.

The cookie company’s marketing manager told The Drum:

“We want Oreo to be an even more iconic brand in the UK. Playfully putting it at the centre of a moment where the whole country will be looking in the same direction makes this idea the perfect fit with that ambition.”

Nice work by all involved parties.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.