STAR WARS™ OREO “Discover Your destiny”

It all started with a theory: are OREO cookies secretly imbedded in the Star Wars franchise? We teamed up with Josh Gad to get the theory out there, and thousands rallied behind it.

Even THE Luke Skywalker himself, Mark Hamill, said the force is strong with this theory.

We enlisted Greg Hildebrandt, the original artist of the Star Wars: A New Hope poster, to hand paint the focal point of our campaign — an OREO Star Wars™ pack with 16 unique character designs.

OREO Star Wars™ was the first pack ever with a reveal. Each pack contained either dark side or light side cookies with red or blue creme.

Star Wars™ OREO cookies generated excitement on People, Food & Wine, Hypebeast, Nerdist and more. The pack was featured on Late Night With Seth Meyers, Access Hollywood, and more. The press went crazy, earning 1,094 placements, 7.3 billion earned impressions, and of course, countless fan-made social content.

AGENCY: dentsu creative

ECDs: Cuanan Cronwright, Leo Barbosa

CDs: Eric Dennis, Mike Cuthell

Art Directors: Haley Schrenk, Makenna Bortells

Copywriters: Shaw Schiappacasse, Caroline Noonan

Designer: Elizabeth Stakofsky

Group Design Director: Zulema Orozco

Pack Art: The Iconic Greg Hildebrandt

VFX: Harbor