Bite an OREO cookie into a square to enter the world of Minecraft.

OREO changed its recipe, becoming tastier than ever. But convincing people to try new things isn’t easy. So, we had to come up with something unmissable to get them to taste the cookies for themselves.

We did a collab with A MINECRAFT MOVIE, one of the biggest cinema hits of the year. But wait! In the MINECRAFT world, nothing round exists. Not even cookies. So, of course, fans had to play by the rules. To unlock an AR gaming experience, they had to bite an OREO into a square, tasting it for the first time in an epic way.

Biting and scanning the square cookie opened an AR portal to the MINECRAFT world. No matter where people were. Crossing the portal revealed an immersive experience inside Steve’s Stash, a never-before-seen location where players had to mine iconic items and trade them for exclusive prizes.

THE OG SQUARE OREO

People asked for more, so we gave them more. For the first time in 113 years, we changed the cookie shape.

To create the square cookie, we merged two design worlds: the iconic elements of the traditional OREO with the visual language of MINECRAFT. After sketching, crafting, and perfecting the limited edition, we produced 1,200 units, making fans go wild once again.

Credits
Agency: Saatchi & Saatchi Düsseldorf
CCO: Dennis May
ECD: Jan Propach
Creative Director: Ian Guimarães
Senior Copywriter: Gabriela Guerra, Gustavo Neves
Copywriter: Gabriel Arêde, Alex Corral
Senior Art Director: Bruno Kadesh
Art Director: Marcelo Seguti, Patricia Boto Marquez
Account Team: Miguel Paz Chagoya, Elvira Fernández Rueda, Eva Chan