Oreo Empire
Agency
Dentsu Creative
Roles
Designer
Client
Oreo
BRIEF
It all started with a theory: are OREO cookies secretly imbedded in the Star Wars franchise? We teamed up with Josh Gad to get the theory out there, and thousands rallied behind it.
APPROACH
OREO Star Wars™ was the first pack ever with a reveal: each pack contained either dark side or light side cookies with red or blue creme featuring 20 custom character embossments. The embossments became the stars of our film which brought iconic Star Wars™ scenes into the OREO universe.
IMPACT
Star Wars™ OREO cookies generated excitement on People, Food & Wine, Hypebeast, Nerdist and more. The pack was featured on Late Night With Seth Meyers, Access Hollywood, and more. The press went crazy, earning 1,094 placements, 7.3 billion earned impressions, and of course, countless fan-made social content.
CONSPIRACY!?
![[MDLZ] Oreo + Star Wars _ R2 _ 040623_Page_008.png](https://images.squarespace-cdn.com/content/v1/694916508c093a537780655d/d75bac92-5315-4b4f-85da-86def8cfe8fe/%5BMDLZ%5D+Oreo+%2B+Star+Wars+_+R2+_+040623_Page_008.png)
![[MDLZ] Oreo + Star Wars _ R2 _ 040623_Page_007.png](https://images.squarespace-cdn.com/content/v1/694916508c093a537780655d/d5ae98c6-aa43-4d25-99d4-cdc155b57e84/%5BMDLZ%5D+Oreo+%2B+Star+Wars+_+R2+_+040623_Page_007.png)
![[MDLZ] Oreo + Star Wars _ R2 _ 040623_Page_010.png](https://images.squarespace-cdn.com/content/v1/694916508c093a537780655d/eb3252d5-1bf5-4ab8-a227-1d43398ef681/%5BMDLZ%5D+Oreo+%2B+Star+Wars+_+R2+_+040623_Page_010.png)
![[MDLZ] Oreo + Star Wars _ R2 _ 040623_Page_009.png](https://images.squarespace-cdn.com/content/v1/694916508c093a537780655d/19d9594e-de0e-428a-a220-ed0ea17fb777/%5BMDLZ%5D+Oreo+%2B+Star+Wars+_+R2+_+040623_Page_009.png)
Illustrator/Artist, SpiderWebArt: Greg Hildebrandt
Illustrator/Artist, SpiderWebArt: Greg Hildebrandt
Credits
Chief Creative Officer US/Hispanic Latam: Rafael Rizuto
Executive Creative Directors: Leo Barbosa, Cuanan Cronwright, Andres Arlia
Group Creative Directors: Mike Cuthell, Eric Dennis
Art Directors: Haley Schrenk, Makenna Bortells
Writers: Shaw Schiappacasse, Caroline Noonan
Group Design Director: Zulema Orozco
Associate Design Director: Alice Xiao
Design Director: Dee Duncan
Senior Designer: Tracey Wong
Designer: Elizabeth Stakofsky
Designer: Luis Valencia
Designer: Arthur McCoy
Designer: Blair Kelly
PACK ARTISTS
Artist Company: SpiderWebArt
Illustrator/Artist, SpiderWebArt: Greg Hildebrandt
Exec. Producer, SpiderWebArt Jean Scrocco