Oreo’s parent company Mondelez has launched an integrated Ramadan campaign and a new gifting range to leverage the behaviour of exchanging gifts during the festive period. The campaign theme is synonymous with Oreo’s global “Stay Playful” positioning.
The campaign conceptualised by FCB Jakata features a video following an innocent boy who shared Ramadan goodies that were meant for his family members with strangers during a mudik flight delay at the airport. His actions unexpectedly led his family to connect with the strangers. The ad will run only in Indonesia.
The video aims to show how Oreo’s festive gifting tins can spark connections even amongst strangers and highlight the importance of staying playful. Speaking on the campaign, Mondelez SEA Biscuits director Nikhil Rao said that Oreo has always stood for sparking playful connections, as demonstrated by its well-known twist, lick and dunk ritual. The campaign is the first of a series of initiatives over the next few months that will ensure “Oreo lives to its purpose, taking the brand to an even higher stature”, he added.
The “Stay Playful” campaign will run until 10 June, starting with the launch of 30-second spots on television. It will be promoted on various social media channels later this week.
FCB Jakarta regional creative director Ravi Shanker said, “The seriousness of adulthood makes us forget the specialness of festivals and their role in our lives. Seeing Ramadhan through the eyes of a child helps us understand the importance of rituals and how we should nurture relationships during these special times.”
With English subtitles:
MDLZ South East Asia – Nikhil Rao (Director SEA), Arpan Sur (Associate Director)
MDLZ Indonesia – Maggie Effendy, Rachel Angelina, Amanda Winata
FCB Indonesia – Managing Director: Sony Nichani
FCB Indonesia – ECD & Copywriter: Ravi Shanker
FCB Indonesia – Art director: Bernadetta Elwika, Jonathan Ronaldo
Agency Production team: Yuni Pratomo
Production House – Earlyman Film Pvt Ltd