We turned supermarket aisles into a live AR PAC-MAN maze and shopping OREO cookies into a playful experience.

In 2024 OREO has partnered up with a true icon: PAC-MAN. Being a brand with “playfulness” as a core value: How can we turn the shopping experience itself into fun?

For the first time, we turned the aisles of a supermarket into a live AR PAC-MAN maze. This
AR experience bridged the gap between the tangible and the digital, offering a new realm of
interaction for games in “phygital” spaces. By gamifying the shopping experience, we made
sure that everybody was chasing our product in an engaging, playful way, taking the game of
experience to purchase to a new level.

We wanted a real walk-through experience. So, we generated a huge point cloud to recreate a digital twin of the supermarket. And, with a bit of machine-learning wizardry and some fancy computer vision algorithms, we achieved a live centimetre-level positioning of all our retro-gamers in the supermarket.

Credits
Agency: Saatchi & Saatchi Düsseldorf
CCO: Dennis May
ECD: Jan Propach
Creative Director: Ian Guimarães, Marko Werth
Senior Copywriter: Ingo Klein
Copywriter: Alex Corral, Daniela Jeschkeit
Art Director: Marcelo Seguti, Patricia Boto Marquez, Cara Shikura
Account Team: Miguel Paz Chagoya, Elvira Fernández Rueda, Eva Chan, Giuliana Lenzen