2019 Winners & Shortlists



Why is this work relevant for Integrated?

The marketing objective was to position Oreo as a cookie for everyone regardless of their differences, so we created tailored (and locally relevant) content on different mediums that: • catered to a wide rage of interest on different platforms • seamlessly dovetailed with each touchpoint.


Oreo is the world’s number one cookie, so it comes as no surprise that it enjoys an incredibly high awareness level. In KSA however, that translates to just 47% household penetration. Why? Oreo’s consumption is primarily driven by kids. Even though adults contribute the highest volume to the business, they’re not the ones enjoying the cookie. Therefore, we have potential to grow Oreo’s share by expanding our consumers beyond kids, to everyone. Research showed that Oreo is highly associated with kids mainly due to its marketing approach; the brand is known to use cartoony animations in its advertising, to hero children in the creative copies, and to promote the child-like ritual of twist-lick-dunking every cookie into a glass of milk. Knowing that, we wanted to shift the brand perception of OREO from being a children’s cookie… to everyone’s cookie.

Describe the creative idea.

Oreo is a global brand recognized by everyone; it’s a true token of wonder across the world. The GCC region is rich in cultural diversity due to the large expat community, and the differences in nationality, language, and norms leave little room for commonalities. We wanted to invite everyone to identify as Oreo People by recognizing that the cookie is for everyone, regardless of age, background and interests. Rather than glossing over their differences with a one-size-fits-all approach, we tackled them head on. We created bespoke content catering to a wide range of interests that seamlessly dovetailed with each touchpoint, while highlighting one very important thing: people's mutual love for Oreo. This campaign positioned Oreo as a cookie that transcends social boundaries and showed the region that despite our differences, We’re all Oreo people!

Describe the strategy

Our ambition was to connect Oreo with everyone, and we recognised that personalised creative was the way to achieve this. We harnessed audience signals from Google to understand our users’ behaviour & content preference in order to empower our content creation. We launched the campaign on TV, but the big bang was amplified online. On social media, Oreo was everywhere. • We curated user-generated content that illustrated different ways of enjoying an Oreo. • We developed 3 Snapchat filters as the platform is wildly popular among Saudi Youth. • On Anghami, the leading music-streaming platform in MENA, we adapted Oreo’s existing ‘People’ jingle for a music-loving audience, highlighting that people have varying tastes in music, but a common love for Oreo. Our most innovative execution revolved around bespoke and dynamic YouTube copies: with the help of Google insights, we released 48 personalized pre-rolls contextually matched to videos within multiple categories.

Describe the execution.

We created bespoke content that catered to a wide range of interests on different platforms. This was launched on TV, which laid the groundwork, and was followed by customized pre-rolls using YouTube’s Vogon platform. But instead of utilising Vogon like other brands did – with 1 video and different headlines - we tapped into the region’s top content categories (as per Google insights) and created 48 dynamic ads that purposefully mismatched thousands of search terms through unique characters. The mutual-Oreo-love was spread on different mediums, and seamlessly dovetailed with each touchpoint: • On social, we used user-generated content to our advantage, and celebrated people’s true authenticity. • On Anghami, the Spotify of the region, we adapted our TVC jingle and created audio ads that spotlighted people’s unique music tastes.

List the results.

The results were wonderfilled! It was evident that viewers appreciated the relevant and entertaining content served to them as our View Through Rate skyrocketed to a high 49% versus an average of 25% that we have seen across the rest of our ads. We conducted a brand lift study on YouTube that revealed a 22% uplift in ad recall of the dynamic personalized ads vs. an 11% uplift from the generic ads from. Most importantly, total Oreo value sales grew by 7.7% in KSA from August to November (pre Oreo People campaign and post Oreo People campaign), and 13.4% in UAE. All in all, this campaign showed that despite everyone's differences, we are all Oreo People!


Name Company Role
Mazen Jawad Horizon FCB Dubai President
Reham Mufleh Horizon FCB Dubai General Manager
Bruno Bomediano Horizon FCB Executive Creative Director
Dio Santos Horizon FCB Dubai Creative Director
Elsa de Bruyn Horizon FCB Copywriter
Kutaiba Kabbani Horizon FCB Arabic copywriter
Munther Al Sheyyab Horizon FCB Planning Director
Nadine Halawany Horizon FCB Dubai Regional Account Director
Hiam Baltaji Horizon FCB Dubai Senior Account Manager
Waleed Abdulaziz Lord & Thomas Creative Media Producer
Samer Amir Lord & Thomas Producer
Lord & Thomas Lord & Thomas Production House
Mladen Dizdar Freelancer Film director
Waleed Abdulaziz Lord & Thomas Creative Media Producer
Udit Sinha Horizon FCB Junior Account Planner
Video URL