Show the world how some of the best Oreos…aren’t cookies.
Introducing "Oreo & Friends"; a pet adoption campaign, encouraging UAE residents to adopt pets need homes.
Having uncovered the scale of pet abandonment and the strong association of black & white pets with Oreo, during the week of Homeless Animal’s Day we would pivot Oreo from orthodox cookie-based communications to having black and white pets as the symbol of the brand.
Passionate fans had already validated this association in culture providing confidence it would appeal on a broader scale, while staying true to our strategy.
In partnership with the UAE”s largest per shelters we launched bringhomeoreo.com - an adoption friendly microsite designed to help abandoned pets find new owners.
We changed the conversation from cookies to pets.
We replaced every existing pack with purposeful packaging designed to resemble pet homes, and made pets the stars of all of our communication.