Cheat Cookies
Mondelez – Saatchi & Saatchi – 2023

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

To spread the cheat codes, a campaign was launched in 24 countries.

Promo Film

By using machine learning for analyzing the cookies and a native web platform, we achieved a high-level of accuracy in detecting different embossments.

Native Web Platform

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.

So far, over 800,000 items were unlocked, and we are still counting.

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 / 1x Bronze / 5x Shortlist / 2023
Clio Awards / 2x Silver / 4x Bronze / 2023
One Show / 2x Silver / 1x Bronze / 9x Merit / 2023
ADC Annual / 1x Silver / 2x Bronze / 2x Merit / 2023
NY Festivals / 1x Grand Prix / 7x Golds / 1x Silver / 3x Bronze / 2023
Webby Awards / 1x Winner / 1x Nominee / 1x Honoree / 2023
ADC Germany / 3x Gold / 8x Silver / 2x Bronze / 1x Merit
German Digital Award / 3x Gold / 2023
Spotlight / 1x Gold / 2023