Client: Oreo
The Story: Oreo, America’s Favorite Cookie, asked Razorfish to create digital advertising for what some would describe as one of the most complex and sophisticated digital out-of-home environments — the 17,000 square feet of screens covering 4 sides of Walgreens’ new Times Square building in New York City.
You want to talk large canvases? Try this on for size — 17,000 square feet and 26 separate screens, with the two side diagonal screens reaching 325 feet into the New York skyline and the 25’ x 45’ front screen facing New York’s busiest subway station at 42nd Street.
The Challenge: Find a way to grab the spotlight away from hundreds of competing messages in glitzy, hectic Times Square and create awareness for the brand while reinforcing the unique and magical relationship between Oreo cookies and milk.
The Audience: The daily swarm of millions of New Yorkers and Times Square tourists.
The Execution:
Two “American icons” come together in larger-than-life and contextually-relevant content designed to put a smile on the faces of everyone.
Smile 1: The realization that, hey, Lady Liberty’s holding a giant package of Oreo cookies!
Smile 2: An Oreo-branded helicopter, carrying a giant Oreo cookie, swoops in front of Lady Liberty.
Smile 3: As the “Oreocopter” swoops in, viewers realize that Lady Liberty is also holding a giant glass of milk rather than her familiar torch. With a giant splash, the Oreocopter dunks the cookie into the milk.
Smile 4: Lady Liberty’s gratified face as the final messaging is revealed: “Oreo: America’s Favorite Cookie”.
Over the top? Maybe a little, but this IS Times Square after all! The execution went live on March 16th, 2009 and will be running in rotation in this space through August 16th, 2009.