#ChasePlayfulness – Mondelez – Saatchi & Saatchi – 2024
Role: Creative Supervisor

OREO PAC-MAN BECAME THE FIRST-EVER PLAYABLE COOKIE.

Typically, activations are built around the product. OREO goes a step further and turns the product itself into an activation. For the first time ever, the OREO cookie becomes the experience: OREO x PAC-MAN #ChasePlayfulness.

A special edition, featuring six PAC-MAN embossed cookies, each being an exclusive, new PAC-MAN maze with multiple levels. Fans unlock and play mazes by scanning the embossed OREOs with their mobiles. After winning the 3 levels, OREO-Gamers try to climb up on the leader-board and keep the chance to win big.

Case Film

Fans were able to scan Oreo Pac-Man cookies with their mobiles and unlock immediately exclusive game content.

A 360 campaign launched in 34 markets.

Promo Film

More than 500 million impressions and 550.000+ cookies scanned.

CREDITS

CCO Dennis May
ECD Jan Propach
CD Ian Guimarães, Marko Werth
Concept Cara Shikura, Daniela Jeschkeit, Alex Corral, Patricia Boto
Senior Copywriter Gabriel Lepesteur, Ingo Klein
Copywriter Daniela Jeschkeit, Alex Corral
Art Director Cara Shikura, Patricia Boto, Marcelo Seguti
Account Team Miguel Paz Chagoya, Elvira Fernández Rueda, Evan Chan

RECOGNITIONS

Clio Awards / 1x Silver / 2024
One Show / 1x Bronze / 1x Merit / 2024
ADC Annual / 1x Bronze / 2024
ADC Germany / 1x Silver / 1x Bronze / 1x Merit / 2024