Oreo Xbox cookies became cheat codes.

We were given an exciting challenge from Mondelez Europe. Announce a partnership between OREO and Xbox. They wanted us to come up with an idea that would not only connect with the gaming community but also resonate with everyone.

We took inspiration from Xbox's iconic gamepad buttons and turned Oreo cookies into a gaming experience. It wasn't just about new designs; we wanted to push the boundaries further. That's why we made a groundbreaking decision – introducing not just one but six different embossments. The cookies played an innovative role by allowing players to create cheat codes.

These cheat codes unlocked a range of exciting prizes, including exclusive in-game content for Xbox's beloved franchises and even personalized gaming consoles.

To spread the news, a campaign was launched in 24 countries.

By using machine learning for analysing the cookies and a native web platform, we achieved a high level of accuracy in detecting different embossments.

In partnership with Xbox Studios, we developed exclusive in-game content for three of the Xbox’s top-played games: Forza Horizon 5, Halo Infinite and Sea of Thieves.

So far, over 800,000 items were unlocked, and we are still counting.

Credits
Agency: Saatchi & Saatchi Düsseldorf
CCO: Dennis May
ECD: Christian Anhut, Jan Propach
Concept: Ian Guimarães, Gabriel Lepesteur
Senior Copywriter: Gabriel Lepesteur
Copywriter: Daniela Jeschkeit
Senior Art Director: Ian Guimarães, Eduardo Macedo
Art Director: Marcelo Seguti, Cara Shikura
Strategy: James Whatley, James Larman, Sarah Sandford
Account Team: Miguel Paz Chagoya, Elvira Fernández Rueda
Production Company: Iconoclast
Director: Dominic O'Riordan