COOKIES & SCREME
OREO
During Halloween, 84% of American’s watch scary movies. Yet, 50% hate the genre. So to make OREO a Halloween staple, we’re turning every Halloween movie scream into something sweet.
Awards
Winner, VML Emerge
Role
Art Director
FEED THE SCREME
Horror movie screams are now discounts for OREOs. Visit the Cookies & Screme microsite and scan movie screme. The scarier the scream, the bigger the offer.
STREAM & SCREME
For movie watchers who want to avoid the scares all together, we’ll allow viewers to watch OREO ads in place of jumpscares on our retailers’ partner streaming services like Paramount+ and Hulu
SCREME SHADES
We’ll create special flip-up glasses that double as OREO holders and send them out to influencers. Every time a scary scene comes on, simply flip your OREOs to block your view.
ON THE BIG SCREME
OREO will take advantage of Walmart’s large parking lot spaces to host Cookies & Screme Walmart Drive-Ins around the US. Friends and family can gather to watch scary movies with the comfort of OREOs. Every time someone screams in fear, the whole crowd gets OREOs.
SOCIAL SCREMES
During Halloween, social media is full of scare reaction videos. We ‘ll find our favorites and start commenting on them, DMing the creators an offer on OREOs in Target and encouraging more UGC under the #OREOcookiesandscreme.
BANNERS
Customers visiting Walmart.com to find their movie night essentials will be directed towards OREOs to sweeten the scary movie fright.
SOCIAL
We’ll spread the word through social content, highlighting OREO as the sweet solution to Halloween movie scares.
MOVIE SNACK ENDCAPS
For in store shoppers, we’ll place OREOs in aisles people shop pre-movie night, like the popcorn, chip, and candy aisles.
Credits: Sara Kelly (AD), Ahalya Bahuguna (CW), Tatum Meyer (Account), Liv Shaw (Account), Leo Zhao (Data)
Disclaimer: This concept was developed as pitch/speculative work and is not affiliated with the brands or publications shown.