Oreo is a world famous brand. But in the UK, it’s a relative new addition to our traditionally dull biscuit repertoire.

Indeed, Oreo enjoys just 10% of the unprompted awareness and 40% less trial than the UK’s market leader.

With a mission to make Oreo a more iconic brand in the hearts and minds of Brits, we looked to the skies for inspiration.

Suspecting that the notorious British weather would spoil the biggest solar eclipse the UK had seen for 16 years we created our own Oreo Eclipse to guarantee every Brit could enjoy it.

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 our Oreo Eclipse.

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

We used real-time outdoor to re-create the eclipse using Oreos.

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

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 was captured on time lapse video, which we stealthily adapted for different screens by editing it into a 10 second film and distributing it online within an hour of the eclipse’s completion.

With the ultimate goal of moving Oreo further into the centre of UK culture, the eclipse was a perfect moment. Brits would be collectively looking in the same direction at the same time, and we’d put Oreo in full view.

We knew that the eclipse would see other brands settle for opportunistic social media stunts.

To make an impact on the consciousness of the UK, the Oreo Eclipse couldn't be that. It needed to be an unmissable event, executed at scale.

That meant creatively using digital screens in a way they had never been used before.