KUALA LUMPUR, MALAYSIA – Mondelez’s OREO is continuing on its mission to spark joyful connections by focusing on building stronger local relevance by leveraging important festivals in South East Asia. An integrated campaign to celebrate Thailand’s largest festival Songkran and Malaysia’s Ramadhan has been launched by Publicis Groupe Indonesia released this month.
Songkran (Thailand)
‘Festivals in South East Asia are extremely important to families as it’s that rare time when the extended family is all together. Given that celebrations are yet curtailed this year, we really needed to remind families that the play need not stop and Oreo can be a catalyst in playful festive moments.’ Said Nikhil Rao, senior director of marketing for Southeast Asia.
Raya (Malaysia)
“Given the challenging year that has been and the uncertainty that continues, our campaigns focus on the festivals through the eyes of children who look forward to connecting with their families. Recognizing this family member help create the festive spirit sparked by an Oreo, reminding us that families to play together, celebrate together,” said Ravi Shanker Regional ECD, Publicis Groupe Indonesia.
The campaigns are supported by digital activation, influencer partnership, and retail promotions. ‘Bake with Oreo’ – a recipe activation program in partnership with Cadbury has curated the most popular recipes and given it a contemporary twist www.resipiraya.cadburyoreo.com.my. The TV spots were directed by Roslee Yusof and produced by Freeflow Productions and Prodigious Bangkok.
Credits:
Client: Mondelez SEA
Senior Marketing Director, SEA: Nikhil Rao
Marketing Head, Oreo E&I, SEA: Vikram Chandratrey
Marketing Head, Malaysia & Singapore: Arpan Sur
Marketing Manager, Oreo Malaysia & Singapore: Boon Siew
Brand Manager, Oreo E&I, SEA: Fransisca Leonita
Advertising Agency: Publicis Groupe Indonesia
CEO: Sony Nichani
ECD: Ravi Shanker
Creative: Achmad Fauzi, Pingkan Lumanauw, Ismiranti Kinanti
Account Team: Dieyan Bernard, Avisenia Qashashi, Karina Devi
PM: Widya Kusumawati
Agency Producer: Budiarto Lambot
Creative (Ramadan): Nazary Duzky, Tori Soekarno
Planning: Bilal Abdulrachman
Production House: Freeflow Productions
TVC Director : Roslee Yusof
Producer (FF): Tze Ni
Post & Audio Post House: Prodigious Thailand
EP (Prodigious): Lolita Ham
Head of Post: Terrence Kwan
Music Composition: Neon Sound Singapore
DOP: Lawrence Toh
Offline: Thanakorn Top
Online: Itsara Vey & Joyce
Colour Grading: Aood
