Oreo's "Daily Twist" campaign with DraftFCB reached its final execution today -- and it's a celebratory high-five.
While former Daily Twists, from the colorful Pride cookie, to the red-creme deliciousness commemorating the Mars Rover landing, were created solely by DraftFCB's creative team, this one was slightly different. Oreo fans were asked to submit suggestions on what the final twist should be via Twitter and Facebook, with suggestions going up live on a billboard in New York's Times Square.
The brand set up a "virtual office" in Times Square where it created the ad in hours, based on the suggestions. Fans could watch the process unfold and follow its progress on social media.
This is the end of the company's 100-day campaign, created out of an integrated agency team of DraftFCB, 360i, Weber Shandwick and MediaVest, to celebrate the cookie's centennial. Read more about the campaign in behind the work.