For over 100 years, Oreo has been twisted, licked and dunked – a ritual that has been passed down through families and has helped Oreo become the world’s favorite cookie. However, over time, that image had become more functional and focused on parent/child relationships.

To transcend functional product attributes and speak with a more universal voice, Oreo launched Wonderfilled, a colorful new campaign designed to reawaken the inner child in everyone by tapping into the universal human feeling of wonder, the ability to see the world with openness and curiosity.

Yet in the Middle East, Twist, lick and dunk has worked wonders and OREO has been always known for it. Our challenge was to reintroduce Oreo in a new light beyond its famous functional attributes of snack time.

We transformed every piece of Oreo advertising content into an open-ended story, featuring relevant and beloved characters — and invited consumers to create their own Wonderfilled versions of events. Using playful music and animation, every story started by asking, “Wonder if I gave an Oreo to…” Then left it up to consumers to imagine the rest.

From the responses, we created new stories and illustrated them in animated storyboards and branded videos promoted on social media. We then teamed up with popular local musical influencers and with their help transformed all the stories into lyrics to create a series of original anthems - 100% crowdsourced.

For months, the multimedia world was infused with wonder: we narrated our fantastic tales across every touchpoint spanning from TV, to social media, display banners, to music apps, and in-store material.