The year-long campaign is supported by television, outdoor, in-store and an online challenge titled 'Twist, Lick, But Can You Dunk?’.
Patrick Tong, regional account director at DraftFCB Shanghai for the campaign, suggests that Oreo will spark a 'moment of childlike delight’ in a family.
The brand has chosen Yao as the new Oreo star because of his iconic presence in China. Yao himself is also to become a father soon.
Project Oreo Yao Campaign
Client Kraft China
Creative agency DraftfFCB Shanghai
Executive creative director Hwee Beng Poh
Group creative director Grover Tham
Associate creative director Jason Zhang
Art director Yang Pei Yang
Agency producer Helen Xu
Regional account director Patrick Tong
Account manager Nina Huang
Media agency Carat Shanghai
Production company Filmate Productions
Exposure Television, outdoor, in-store, Online, PR