The ‘Brief/Objective’ section covers the background to the problem we were looking to solve.

However, it is important to highlight that we included a purchase-led, executional constant across all of the Oreo Eclipse activity.

To create the association between our playful Eclipse campaign and purchase of the product itself, each execution finished with the message ‘And you won’t have to wait 11 years for the next one”, reminding Brits that they can enjoy an Oreo any time they like.

Across the UK, we re-created the eclipse using Oreos on real-time outdoor.

Astronomical data enabled us to create Oreo executions which mirrored the exact timings and trajectory of the eclipse happening in the sky above them.

Because the timings of the eclipse would be different across the UK, each site required its own data in order to pinpoint the eclipse’s movement in its specific location.

The full cycle of the Oreo Eclipse sites were captured on time lapse video, which were then edited into a 10 second film and distributed across social media within an hour of the eclipse’s completion.

As we suspected, the weather in most of the UK made the spectacle… well…less spectacular. That meant that - for the majority of the UK - the Oreo Eclipse was the ONLY one they enjoyed that day.

By giving the UK the eclipse that Mother Nature denied them, we drove vital product trial and made Oreo the star of the celestial event of the decade:

• Sales rose 59% following the Oreo Eclipse

• Helping make March 2015 Oreo’s biggest ever sales month in the UK.