Twisted Creations by Oreo
For my summer at VML, I got to help lead a campaign for Oreo.
The brief sounded simple enough. Make Boo! Oreos a Halloween staple.
But we quickly learned it wasn’t just about selling cookies.
Oreo sales actually drop during Halloween, and the brand needed a reason to belong in that season again.
Our research showed that the real issue wasn’t about the product at all, it was cultural. Traditional Halloween celebrations are fading, and with them goes the magic that used to bring people together.
The deeper problem? Disconnection.
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In a world that feels more distant than ever, Oreo has a rare chance to bring people back together. Through something as universal as baking, we can help people reconnect, creating new traditions, new memories, and a new kind of Halloween magic.
We’re bringing every Oreo-stuffed, icing-covered, Halloween-inspired recipe together under one roof — Twisted Creations. It’s an online baking competition built on one simple idea: Halloween hits different when we make something together.
Oreo already owns a spot in the baking world. Inviting people to put their own “twist” on recipes with Oreos turns that strength into a playful, ownable idea.
For an extra entry, people can share a selfie with their creation and who they’re sharing it with. On social, we’ll tease entries, spotlight creators, and track it all with a live Magic Meter. Retailer apps will feature one-click Oreo add-ons and easy coupons to keep the magic going.
Collaboration with Food Network blends OREO’s playful spirit with the comfort and creativity of home baking.
Isaac Lewis (AD), Noelle Smithers (CW), Ethan Wons (AM),
Aditi Loya (Strategy), Eleonore Perrigueur (Strategy), Alex Radefeld (Media)