Super Important Test

Objective

Oreo aimed to extend its 'Cookie vs. Crème' thematic campaign into an interactive brand experience that positioned the brand as playful and consumer-focused. The campaign invited audiences to engage with a whimsical debate about which component of the cookie was most important—driving social sharing and brand engagement through a lighthearted consumer poll format.

Solution

A web-based voting interface invited consumers to choose between the cookie or the crème filling; both answers were declared 'correct' and celebrated. The site featured over 30 different absurdist videos triggered by each vote, including 2D horse animations and robotic cat performances. The campaign served as the conclusion to Wieden + Kennedy's broader 'Cookie vs. Crème' campaign arc, which had included Super Bowl spots like 'Whisper Fight' and the 'Separator Machine' series. Users were directed to the website where voting triggered the humorous video rewards.

Results

Not published.