Saatchi & Saatchi has brought to legends of playfulness together, Oreo and Pac-Man, in a nostalgic campaign designed to reignite the excitement of arcades in the ‘80s and ‘90s for Millennials and Gen Zs.
The European campaign, Chase Playfulness, begins with six special edition cookie embossments inspired by the PAC-MAN world. Cookie lovers are to scan each cookie individually and unlatch up to six exclusive Oreo Pac-Man mazes, each consisting of three different levels. Once players have completed the three levels, they can access an exclusive Oreo Pac-Man digital prize. And once that first maze is completed, they can scan the next cookie – and keep playing. Each player gets a chance to enter the raffle and to win prizes on the official Oreo website.
Saatchi & Saatchi is leading the creative work which will be launched across 42 European countries.
Perrine Willaey, marketing director sweet bakery MEU at Mondelēz, stated, “At OREO, we are on a mission to fill the world with more playful moments that bring people together. And this year, we dialled this up by turning our Oreo cookie itself into a game. Collaborating with the world’s retro game icon was just the way to achieve this. Together with our partners at Bandai Namco, we turned Oreo x Pac-Man into a truly unique experience, inspiring our consumers to chase playfulness.”
Aadil Tayouga, licensing & business strategy director at Bandai Namco Europe, added, “We want to thank the teams at Saatchi & Saatchi that have been a tremendous work to make this collaboration between OREO and PAC-MAN possible. With this integrated marketing campaign that focused on the most relevant touchpoints for consumers, they have captured the essence of the fun between our two brands to create a great campaign.”
Dennis May, chief creative officer Publicis DACH, commented, “Being granted the trust to leave beaten tracks and create new ones for a brand with the help of technology and unique collaborations, is a rare opportunity. We stayed playful with this unique approach – and are more than proud about an activation that, yet again, redefines what’s possible. And introduces yet another way of staying playful.”
Credits
Client: Mondelēz Europe
Senior Marketing Director Bakery: Guillaume Brochen
Marketing Director Sweet Bakery MEU: Perrine Willaey
Equity Marketing Managers Europe: Marta Sansò & Jonathan Ryan
Brand Manager Oreo MEU: Bozhana Miteva-Malinova
Creative Agency: Saatchi & Saatchi Düsseldorf
Chief Creative Officer: Dennis May
Executive Creative Director: Jan Propach
Creative Directors: Ian Guimaraes & Marko Werth
Chief Business Officer: Stephanie Rupp
Senior Client Partner: Richard Court
Global Strategy Officer: Corinne Malsert
Client Partner: Miguel Paz Chagoya
Senior Account Manager: Elvira Fernández Rueda
Senior Account Manager: Eva Chan
Concept: Patricia Boto Marquez, Alexander Corral de Egia, Daniela Jeschkeit, Cara Shikura
Art Directors: Patricia Boto Marquez, Alexander Corral de Egia, Marcelo Seguti & Cara Shikura
Senior Copywriters: Ingo Klein & Gabriel LePesteur
Copywriter: Daniela Jeschkeit
Production: PoP Studios, Hungary
Producer: Petra Aniot-Helt
Project Lead: Beatrix Imrei
Production Manager: Judit Szabó
Post Producer: János Mogyorosi
Motion Design: Tamás Szabó
3D Artist: Győző Lukács
Film Directors: Bellonne + Consonni
