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.
We fueled the conspiracy on Tumblr with more than 100 examples of irrefutable evidence.
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
Cresta Awards 2025 - Grand Prix Social & Influencer: Influencer Campaigns
Cresta Awards 2025 - Gold Brand Storytelling
Effies 2025 - Bronze Sustained Success
Gerety Awards 2025 - Silver Entertainment Cut > Alternative
Kinsale Shark Awards 2025 - Silver Digital & Social: Food
Kinsale Shark Awards 2025 - Bronze Digital & Social: Social Video – Best Creative Use of an Influencer by Advertiser/Brand
LIA Awards 2025 - Finalist Branded Content - Use of Social Media
One Show 2025 - Merit in Stunts & Activations, Influencer Marketing & Use of Celebrity, Brand Partnership categories
AGENCY: dentsu creative
Chief Creative Officer US and Hispanic Latam: Rafael Rizuto
Executive Creative Directors: Leo Barbosa, Cuanan Cronwright, Andres Arlia
Group Creative Directors: Mike Cuthell, Eric Dennis
Art Directors: Haley Schrenk, Makenna Bortells
Writers: Shaw Schiappacasse, Caroline Noonan
Group Design Director: Zulema Orozco
Associate Design Director: Alice Xiao
Design Director: Dee Duncan
Senior Designer: Tracey Wong
Designer: Elizabeth Stakofsky
Designer: Luis Valencia
PACK ARTISTS
Artist Company: SpiderWebArt
Illustrator/Artist, SpiderWebArt: Greg Hildebrandt
Exec. Producer, SpiderWebArt Jean Scrocco