SHOW US YOUR DUNK
OREO / THE MARTIN AGENCY / BRAND ACTIVATION
Arguably the most famous part of the OREO ‘ritual’ is the Dunk. We paid homage to this with The Dunk Challenge. Simply put: how creative can you get while introducing your cookie to a glass of milk?! A straight forward call to action challenged cookie lovers all over the world to share their creative dunks for a chance to win grand prizes. Three films featuring Shaquille O’Neal, Christina Aguilera and Neymar, performing audacious dunks, were bolstered by a slew of super simple and shareable social dunk videos, to provide inspiration. Media partnerships and PR continued the challenge over six months with streamers like Dude Perfect getting involved and pushing the art of dunking to new heights.
My favorite part of this campaign were the scrappy little dunk videos. We shot around 20 with Christina and Shaq - literally coming up with new ideas on set. Their simplicity made them more authentic and shareable - pushing the visibility of the campaign. Because of it’s global nature, the Dunk Challenge was extremely ambitious but it went on to become the biggest and most successful integrated global marketing campaign that OREO had ever run.
FYI, Shaq is massive