DÜSSELDORF, GERMANY — 2022 is the year when two cultural icons unite in the latest OREO campaign led by Saatchi & Saatchi. OREO and The Batman kicks off on the 10th of January with a multi-phased cross-media campaign, that will create excitement through all digital channels across Europe.
The work is inspired by the playful element of The Batman riddles, combining the fun-loving DNA of Oreo with The Batman.
Through different channels and touchpoints, everyone is invited to get playful, solve riddles, and deep dive into The Batman universe, together with OREO. Whether it is in Social Media, TV, Print, OOH, all lead to an awe-inspiring digital experience that provides a one-of-a-kind opportunity: For the first time you can virtually enter and explore the Batcave and unlock the Batman secrets, previously accessible only to Batman and Alfred.
In store, a unique cookie embossment with a Batman design take-over will hit the shelves across the markets – the first character embossment released by OREO in Europe in a limited-edition pack.
This embossed cookie is also key for an action-packed film, produced with Sehsucht and Pop Studios, that promotes the brand activation. As the film is entirely made of the special edition OREO – featuring the most iconic scenes of the franchise. While using the much-loved black and white cookie to create the typical dark Batman universe everyone loves.
The Batman movie is much anticipated worldwide – and it’s an exceptional event for the franchise and the fans. The limited-edition campaign will give fans around Europe the opportunity to playfully engage with their favorite superhero beyond the film, enriching the experience even further.
The creative idea came from Saatchi & Saatchi Düsseldorf and Media.Monks developed the web experience.
Christian Anhut, Executive Creative Director at Saatchi & Saatchi, is thrilled about the unique brand collaboration: “Batman is a true icon we all know. It has always been a very dark character. Through riddles, we found a way to link Batman with the playful DNA of OREO – staying true and authentic to both fantastic brands. It’s been a great partnership.”
Chiara Missio at Mondeléz Europe comments: “We are very excited to share the partnership between OREO and The Batman with fans in Europe. It’s an amazing opportunity to create a playful experience together with a much-loved icon. One that builds on the narrative of riddles, but lets fans engage and immerse into The Batman world, even far beyond the film. These are the kind of experiences that make us connect with our consumers and allow them to: Stay playful.”
CREDITS
Mondelez Europe
Nicola Caracino – Sr. Marketing Director Bakery
Chiara Missio – Ass. Director Treat (Oreo & Choco bakery)
Jonathan Ryan – Base & Equity Manager Oreo
Ivaylo Ivanov – Junior Brand Manager
Saatchi & Saatchi, Düsseldorf
Alexander Reiss – Chief Creative Officer
Christian Anhut – Executive Creative Director
Stephanie Rupp – Chief Business Officer
Miguel Paz Chagoya – Client Partner
James Whatley – Planning Partner
Production
Sehsucht – Production Company
Hans Schultheiss – Director
Stephanie Baumgarte – Producer
Augustin de Taillac – Production Lead Mondelez
Carsten Krueger – Music
Web experience
Iain Davenport – Global Program Director Media.Monks
Nicole Niemann – Client Partner Media.Monks
Malin Sonesson – Business Director Media.Monks
Liva Grinberga – Global Design Director Media.Monks
Adrian Friend – Technical Director Media.Monks
