Oreo sparks wonder amongst Aussies with new ‘Wonderfilled’ campaign via AJF Partnership
Oreo has sparked wonder across the country with the launch of its global brand platform ‘Wonderfilled’, promoted cross channel via TV, in-store, PR and influencer engagement, digital, and social media via AJF Partnership.
The Wonderfilled philosophy is based on Oreo’s belief that the world is full of wonder and positivity, even when we may think it isn’t. We can unlock this wonder with an act as simple as sharing an Oreo.
A 15-second TVC ‘World Leaders’ officially launched the new brand platform. Shaped around the global creative ‘I wonder if I gave an Oreo to…’, it has been reimagined for the Australian audience, encouraging them to see the world with open eyes and a curious heart. The animated spot tells the story of how by sharing an Oreo 
– the token of wonder – world leaders are inspired to dream and join as one to create a world of harmony.
Oreo will continue to spread the Wonderfilled story on and offline with influencer engagement, whereby influencers will show their interpretation of what wonder means to them in their own unique way. Shoppers will see high impact, in store point of sale, and Oreo’s social channels will further spread the word with online content for their followers.
Says Sara Black, senior manager marketing – ANZ Biscuits Mondelez International: “Oreo is one of the world’s most loved cookies, known and loved for its playful imagination. We’re thrilled to bring the Wonderfilled philosophy to Australia, re-creating it for our engaged audience and highlighting how sharing something as small as an Oreo can brighten our perspective on the world.
“This is the largest campaign for Oreo Australia yet, and more wonder will be shared across 2016 which we look forward to sharing with you in due course.”
Mondelez International (Oreo)
Senior Manager Marketing – ANZ Biscuits: Sara Black
Brand Manager – Oreo & Cadbury Biscuits: James Timms
Assistant Brand Manager – Sapphira Nolan
Creative Agency – AJF Partnership
Executive Creative Director: Andrew J. Foote
Creative Directors: Michael Skarbek and Jess Harold
Senior Copywriter: Simon Gross
Senior Art Director: Dillon McKenna
Senior Account Director: Emma Grant
Senior Account Manager: Brad Richardson
Agency Producer: Charlotte Wren
Animation: XYZ Studios
Directors: Luca&Sinem
Executive Producer: Garett Mayow
Producer: Douglas Pope
Design: Luca Schenato
3D Animation: Sinem Vardarli
2D Animation: Marco Palmieri
Sound: Final Sound
Music Composer: Paul Ruske
Audio Post Producer: Laura Hesse
Media agency: Carat
Digital agency: SapientNitro
PR agency: One Green Bean
9 Comments
Still waiting for the wonder to be sparked.
I saw a 15 second ad. Not a piece of communication that made me stop and feel something or want to share.
Well, I liked it… Catchy music & you can’t go wrong with Lucas&Sinem directing the animation. Those guys are insanely talented.
Look forward to seeing more of these being rolled out in coming months.
https://www.youtube.com/watch?v=dAKUXMvLBRk&ebc=ANyPxKpebBzMs85-DIIOaxkdihSzYtp7Ksk0okvHVrTvm3HcIH1gUgFlLiiA59MwFLtrDEevOAODfLC5ZKqPrRSAAFNVbUurvA
Note to AJF: when doing adaptation work, please don’t PR. Twice in two weeks is a bit too much.
Will we get free Oreo’s in Ubers?
Still waiting for the wonder to be sparked.
I saw a 15 second ad. Not a piece of communication that made me stop and feel something or want to share.
If you been read the release:
“Shaped around the global creative ‘I wonder if I gave an Oreo to…’, it has been reimagined for the Australian audience…”
Knob.
@AdaptationJF it must be difficult for you to imagine having global clients, or clients with national/international reach that would have different PR agencies or a client that would want to PR. Go back to your Barry’s Chicken Products regional DM.
@HARDLY AN ORIGINAL THOUGHT wow, you’ve found something on YouTube that demonstrates absolutely nothing. You must be an anti-vaxxer.
I think you’ll find that having the word ‘new’ in the headline of your release and burying the fact that this work appropriates a global creative platform someone else came up in the body copy, made it seem like you were claiming this as being a totally new, creative and different campaign, which it isn’t.
Knob.