Exclusive: Oreo to transform commuter journey in latest stunt

Oreo has selected agency HeyHuman to deliver activity as part of its new Wonderfilled campaign, which supports the launch of the new Golden Oreos product.

Oreo plans to subvert the commuter journey as part of its new Wonderfilled campaign
Oreo plans to subvert the commuter journey as part of its new Wonderfilled campaign

HeyHuman will work with the Mondelez brand to add an experiential element to the campaign, which promises to subvert the typical commuter journey.

People can expect to find staircases transformed into slides, and they may come across other less than typical sights. Samples of the new product will also be available.

The brand is seeking to reawaken Brits’ inner child through the new Wonderfilled campaign, and ‘let wonder loose on the UK.’

Daniel Kessler, Oreo brand manager at Mondelez International, said: "As kids we have that sense of wonder in how we see the world, but as adults we sometimes have to be reminded that often it’s the little things that can brighten our days.

"The Wonderfilled campaign has been designed to remind adults how a small thing like an Oreo and using a little imagination can brighten their perspective."

Aimee Okafor, HeyHuman director – experiential, added: "We wanted to create an idea to connect people with Oreo and add value to the mundanity of people’s commute, to launch new Golden Oreos through a fun and memorable experience."

In other Mondelez news, Cadbury recently sent a #Joycycle complete with free chocolate treats onto the streets of London, and Green & Black's Organic toured its colourful branded van around Dublin

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