Star Wars™ OREO “Discover Your Destiny”

It all started with a theory: are OREO cookies secretly imbedded in the Star Wars franchise? We teamed up with Josh Gad to get the theory out there, and thousands rallied behind it.

Fans went crazy and fueled the theory even more.

Then THE Luke Skywalker himself, Mark Hamill, said the force is strong with OREO and the films.

We enlisted Greg Hildebrandt, the original artist of the Star Wars: A New Hope poster, to hand paint the focal point of our campaign — an OREO Star Wars™ pack with 16 unique character designs.

OREO Star Wars™ was the first pack ever with a reveal: each pack contained either dark side or light side cookies with red or blue creme featuring 20 custom character embossments.

The embossments became the stars of our film which brought iconic Star Wars™ scenes into the OREO universe.

Star Wars™ OREO cookies generated excitement on People, Food & Wine, Hypebeast, Nerdist and more. The pack was featured on Late Night With Seth Meyers, Access Hollywood, and more. The press went crazy, earning 1,094 placements, 7.3 billion earned impressions, and of course, countless fan-made social content.

AWARDS:

AICP 2025 - Shortlist

Cannes 2025 - Bronze Entertainment

Cannes 2025 - Bronze Social & Creator

Cannes 2025 - Shortlist in Media

Clios 2025 - Silver Paid Social Media Post

Effies 2025 - Bronze Sustained Success

Gerety Awards 2025 - Silver Entertainment Cut > Alternative

One Show 2025 - Merit in Stunts & Activations, Influencer Marketing & Use of Celebrity, Brand Partnership categories

AGENCY: dentsu creative

ECDs: Cuanan Cronwright, Leo Barbosa, Andres Arlia

CDs: Eric Dennis, Mike Cuthell

Art Directors: Haley Schrenk, Makenna Bortells

Copywriters: Shaw Schiappacasse, Caroline Noonan

Designer: Elizabeth Stakofsky

Group Design Director: Zulema Orozco

Pack Art and Character Design: Greg Hildebrandt

VFX: Harbor