Oreo - Trust The Twist
Role: Global Creative Director | Idea & Eco System Development / Global Creative Supervision / Production Supervision
Decision fatigue is real. At some point, we all just want someone else to make the call.
For Oreo’s European relaunch, we repurposed the iconic “Twist” ritual into a way out. We reinvented it as a decision-making tool, reaching 25 markets through more than 100 contextual executions, all built on a simple thought: sometimes the best way to move forward is to let a cookie decide.
The platform turned every Oreo in Europe into a mini brand activation that embodied the brand’s signature playfulness - and people took it from there.
Сase study video
Designed to live everywhere
A framework that makes content fun to write, easy to produce,
and perfectly flexible for any market.
Credits:
Leadership and Creative Direction
Bruno Bertelli — Global CEO, CCO Publicis Worldwide
Cristiana Boccassini — Global CCO
Mihnea Gheorghiu — Chief Creative Officer
Milos Obradovic — Chief Creative Officer
Evgenii Shiniaev — Global Creative Director
Ilia Priamilov — Global Creative Director
Creative Team
Andrea Raia — Associate Creative Director
Matteo Gatto — Associate Creative Director
Jonay Sosa — Creative Director
Maria Carrillo — Senior Art Director
Madalena Goncalves — Art Director
Alessandro Grillini — Copywriter
Strategy and Production
Bela Ziemann — Global Chief Strategy Officer Roberta Remigi — Strategy Director
Juliette Vignolet — Strategy Planner
Francesca Zazzera — Head of Production
Laura Mazzia — Producer
Account Management
Aurelie Quenardel — Global Client Service Director Mariona Valls Seto — Global Group Account Director Milica Kijanovic — Global Senior Account Manager