Born in 1912, OREO was turning 100.

Having always spoken to families in a traditional way, the brand had developed a traditional image.

Now, how to use a centennial anniversary to actually rejuvenate OREO?

Celebrating the culture of the day, every day.

We created 100 ads in 100 days. Each morning we identified trending news stories, gave them a playful OREO twist, and pushed a brand-new ad to our social networks.

Results? 433 million Facebook views with +280% increase in Shares, creating 231 million media impressions and making OREO the brand with the highest buzz increase in 2012 (+49%).