The Oreo Doomsday Vault
Award: Wood Pencil
Wood Pencil / Experiential / Out-of-Home / 2021
Award: Shortlist
Shortlist / PR / Reactive Response
When a fan let Oreo know that, on top of the pandemic and the US presidential election, an asteroid was coming towards the Earth, the brand couldn’t take any chances. Inspired by the Global Seed Vault in Svalbard, Norway, The Community ventured up to the Arctic Circle and built a real apocalypse-proof vault to safeguard Oreos for all eternity. A single fan tweet was turned into over 415 earned media placements, more than 100 million impressions and 286% ROI.
What did the judges have to say?
"I just loved how sincerely they went about creating something of epic proportions just as a reaction to a single Tweet."
Emmanuel Upputuru, Chief Creative Officer, Cheil India