We turned Oreo into Cheat Cookies – Inspired by the Xbox controller buttons, Oreo cookies got an innovative role by allowing players to create cheat codes.
Agency: Saatchi & Saatchi // Market: EMEA 2023 // Role: Creative, copywriter
Case Film ⬎
“These cookies will also become collector's items.”
— Wired
In partnership with Xbox Studios, we developed exclusive in-game content for three Xbox’s top-played games: Forza Horizon 5, Halo Infinite and Sea of Thieves.
To spread the cheat codes, a campaign was launched in 24 countries around the world.
Film 30" ⬎
“Oreo's offer is sure to get your mouth watering.”
— Yahoo!
“Might be the biggest cookie/gaming crossover to date.”
— The Gamer
8.9%
growth across
all European markets
6.7 Billion
impressions
800K+
items unlocked
Credits
Agency Saatchi & Saatchi
CCO Dennis May
ECD Christian Anhut, Jan Propach
Concept Gabriel Lepesteur, Ian Guimarães
Senior Copywriter Gabriel Lepesteur
Senior Art Director Ian Guimarães, Eduardo Macedo
Copywriter Daniela Jeschkeit
Art Director Marcelo Seguti, Cara Shikura
Strategy James Whatley, James Larman, Sarah Sandford
Account Team Miguel Paz Chagoya, Elvira Fernández Rueda
Production Company Iconoclast
Director Dominic O'Riordan
Awards
#2 Most-Awarded Campaign Worldwide The Global Rankings
#9 World's Most Creative Campaign WARC Creative 100
Cannes Lions 4x Gold, 2x Silver, 2x Bronze, 9x Shortlist
Clio Awards 2x Silver, 4x Bronze
Clio Entertainment 8x Silver
One Show 2x Silver, 1x Bronze, 9x Merit
ADC Annual 1x Silver, 2x Bronze, 2x Merit
Eurobest 2x Grand Prix, 3x Gold, 3x Silver, 1x Bronze
New York Festivals 1x Grand Prix, 7x Gold, 1x Silver, 3x Bronze
LIA 4x Gold, 4x Silver, 11x Bronze
Webby Awards 1x Winner, 1x Nominee, 1x Honoree
Epica Awards 3x Bronze
ADC Europe 2x Gold, 2x Silver, 2x Bronze
ADC Germany 3x Gold, 8x Silver, 2x Bronze, 1x Merit
Effie Germany 1x Gold
German Digital Award Best of, 3x Gold
Spotlight 1x Gold
Gabriel Lepesteur
Amsterdam based
Creative Director
trinque!
Get in touch
gabriel@lepesteur.com
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