To introduce its new summer offering, S'mores, Mondelez' Oreo has debuted a series of whimsical cartoons starring an ambiguous woodland creature who looks part badger, part hare, S'morey. The little guy happens to have a nose for campfires, particularly those created for the sake of building the graham cracker treat from which he gets his name.
Whenever he senses one, he's off and running to put it out -- whether it's in a canoe, an office cubicle or the putting green. But he also comes bearing gifts -- that of S'mores Oreos, so that the culprits who started the fires don't have to go without their chocolately marshmallow goodies.
The campaign was created out of 360i and designed to appeal to Oreo's growing fanbase of millennials. The cool animation, reminiscent of the classic work of JJ Sedelmaier, was directed by Jed Hathaway of ShadowMachine.