Riding on its new “Wonderfilled” platform launched last year, Oreo brings imagination to its Chinese New Year campaign to encourage people to see the world from a child’s perspective.
Kicking off with a five-second teaser, thw CNY campaign shows a little boy asking - “This spring festival, what kind of wonder-filled journey would OREO bring you?”.
The answer has been revealed today in a 30-second TVC where it tells how a normal CNY homebound train journey can be re-imagined and transformed into a magically fun ride, by the same little boy from the teaser spot, when he shares OREOs with other passengers.
Leveraging the most important time of year for families to gather, the Chinese New Year campaign aims to create new ways for people to connect during the Chinese New Year holiday.
“Wonderfilled is an important breakthrough in the brand promotion for OREO," said Alexis Jacquand, VP marketing of the Biscuit Category of Mondelēz China.
"The small sandwich biscuit will no longer be designed exclusively for kids, but will be switched from something that parents would buy for their kids to an emotional bond for the whole family and community.
"OREO knows about the bond between mums and kids, and knows even better about the kids' world, which is full of imagination. Via the Wonderfilled campaign, we hope that the power of sharing could help more and more people let out their childish self deep inside and let their imagination fly,”
Andy Chan, executive creative director of FCB Shanghai, added that the Wonderfilled campaign brought a whole new look and feel to the OREO brand.
"By combining live action with 2D animation, we created a distinctive-looking piece of film that we hope will stand out in the crowded media space during this time of the year.”
Project Name: Oreo Wonderfilled CNY
Creative Agency: FCB Shanghai
Regional Account Director: Tess Wang
Account Director: Calvin Chu
Account Manager: Kelly Zhu
Account Executive: Holly Zhang
Executive Creative Director: Andy Chan
Creative Director: Simon He
Associate Creative Director: Santi Yan
Associate Art Director: Jingyan Gu
Agency Producer: Robin Chen
Associate Planning Director: Connie Yeung
Media Agency: Carat
Production Company: PSYOP