Oreo:

(SOCIAL STUNT).

One day when I was dunking my Oreos in milk I noticed a weird alien symbol in the emboss that sent me tumbling into reddit threads to read all bout what the design meant – turns out I wasn't the only one curious about the meaning of the iconic design – and while people made lots of valuable assumptions, it gave me an idea... Let's turn this into a campaign by giving oreo lovers the opportunity to #CrackTheCode themselves.

CREDITS:
Cara Wolder (AD, CW)
Reddit/Internet threads:

Social Promo:

For years we have been playing with Oreo cookies; pulling them apart, twisting, licking and dunking. But now it's time for the world to play with Oreo in its 4th dimension – a never before spoken 'Oreo Language' crafted entirely from the famous Oreo emboss.

HERE'S HOW IT'S GONNA WORK!

Every year Oreo releases a new mystery flavor and the internet goes wild guessing what the flavor is, but then Oreo just tells them...That's not very playful! This year we can activate our Oreo language and have users #CrackTheCode by cypering the alphabet in order to be crowned 'Oreo's Ultimate Cookie Decoder'.

1. #CRACKTHECODE

2. MYSTERY FLAVOR

3. CYPHER CODE

We will give people hints on the alphabet cypher by using short form video narratives on social media.

4. CROWN DECODER

4. SOCIAL EXTENSIONS


We'll make our language available to everyone with an IOS and smartphone language download extension.
Instagram’s “Guess the Oreo Word” filter invites people to participate in an active Oreo sharable moment.
Google Translate partnership ensures inclusivity for online forum conversations for communities who have not yet learned the language.