Cheat Cookies – Mondelez – Saatchi & Saatchi – 2023
Role: Creative
OREO XBOX COOKIES BECAME CHEAT CODES.
We were given an exciting challenge from Oreo. To announce a partnership with Xbox, they wanted us to come up with an idea that would not only connect with the gaming community but also resonate with everyone.
Taking inspiration from Xbox's iconic gamepad buttons, we turned Oreo cookies into a gaming experience. It wasn't just about new designs; we wanted to push the boundaries further. That's why we made a groundbreaking decision – to introduce not just one, but six different embossments. The cookies got an innovative role by allowing players to create their very own cheat codes.
These cheat codes unlocked a range of exciting prizes, including exclusive in-game content for Xbox's beloved franchises and even personalized gaming consoles.
Case Film
In partnership with Xbox Studios, we developed exclusive in-game content for three of the Xbox’s top-played games: Forza Horizon 5, Halo Infinite and Sea of Thieves.
A campaign was launched in 24 countries to spread the cheat codes.
Promo Film
By using machine learning to analyze the cookies and a native web platform, we achieved high accuracy in detecting different embossments.
Native Web Platform
Over 800,000 items were unlocked.
Shoot day
CREDITS
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
RECOGNITIONS
Cannes Lions / 4x Gold / 2x Silver / 2x Bronze / 9x Shortlist / 2023-2024
Clio Awards / 2x Silver / 4x Bronze / 2023
Clio Entertainment / 8x Silver / 2023
One Show / 2x Silver / 1x Bronze / 9x Merit / 2023
ADC Annual / 1x Silver / 2x Bronze / 2x Merit / 2023
Eurobest / 2x Grand Prix / 3x Gold / 3x Silver / 1x Bronze / 2023
NY Festivals / 1x Grand Prix / 7x Gold / 1x Silver / 3x Bronze / 2023
LIA / 4x Gold / 4x Silver / 11x Bronze / 2023
Webby Awards / 1x Winner / 1x Nominee / 1x Honoree / 2023
Epica / 3x Bronze / 2023
ADC Europe / 2x Gold / 2x Silver / 2x Bronze / 2023
ADC Germany / 3x Gold / 8x Silver / 2x Bronze / 1x Merit / 2023
Effie Germany / 1x Finalist / 2024
German Digital Award / 3x Gold / 2023
Spotlight / 1x Gold / 2023