003 — Oreo

CHEAT COOKIES

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We were given an exciting challenge by Mondelez Europe: to announce a partnership between OREO and Xbox. They challenge Saatchi & Saatchi Germany to create an idea that would not only connect with the gaming community but also resonate with a wider audience.

Our team drew inspiration from Xbox's iconic gamepad buttons and transformed OREO cookies into a gaming experience. It wasn’t just about introducing new designs; we aimed to push the boundaries further. That’s why we made a groundbreaking decision—to feature not one, but six different embossments on the cookies.

These unique designs allowed players to create cheat codes. The cheat codes unlocked a range of thrilling prizes, including exclusive in-game content for popular Xbox franchises and even personalized gaming consoles.

It was a privilege to help the team bring this idea to life. 

MACHINE
LEARNING

By utilizing machine learning to analyze cookies and a native web platform, we achieved a high level of accuracy in detecting various embossments.

MAIN FILM

The campaign was launched simultaneously in 24 countries. For the first time ever, Oreo released special edition packs with multiple new cookie designs, bringing together the iconography of Xbox with the deliciousness of Oreo.

EXCLUSIVE
IN-GAME CONTENT
& PRIZES

When entering the baked-in symbols correctly, people could unlock exciting, exclusive Oreo-themed in-game content, such as armor packs and vehicle skins for popular titles like Forza Horizon 5, Sea of Thieves, and Halo Infinite. Participants were also running for prizes ranging from custom Oreo hardware, Xbox consoles, Xbox Game Pass Ultimate memberships, and a holiday experience for the whole family.

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