Challenge
Greenpeace needed to pressure Mondelez International to have them stop obtaining their palm oil from irresponsible sources driving deforestation in the name of producing one of their best selling products: the OREO cookies.
With 34 million Facebook fans we knew social media was the territory where we needed to confront OREO. The place where both audiences met, a natural cross path to wage our battle.
What we did
To celebrate their 100th birthday, OREO cookies launched: “OREO’s Daily Twist“ for 100 days they posted a new ad featuring their popular cookie cleverly themed as an ode to the day. Each “ad” transformed the popular treat into a relevant and timely conversation piece.
We hacked their campaign with a series of posts that exposed the effects of the use of palm oil. Once the mockups of the campaign were presented to Mondelez, they stroke a deal with Greenpeace committing to switch to environmentally responsible sourced palm oil. The campaign didn’t even have to run.
Client
GreenPeace
What I Did
Creative direction, content strategy, design
Side by side
On the left, Oreo’s campaign pieces, on the right our response.
