Oreo wishes China a ‘wonderfilled’ new year

Oreo has launched a Chinese New Year campaign centred on the ‘Wonderfilled’ platform launched in 2014, which encourages people to see the world from a child’s perspective and.

The ad, created by FCB Shanghai, is set on a train journey that millions of Chinese make at this time of year.

Watch the five-second teaser:

Andy Chan, ECD of FCB Shanghai said: “The ‘Wonderfilled’ campaign brought a whole new look and feel to the Oreo brand, and this time, we tapped the power of imagination and how it can transform something humdrum into something fun and spectacular. By combining live action with 2D animation, we created a distinctive-looking piece of film that we hope will stand out in the crowded media space during this time of the year.”

Alexis Jacquand, VP Marketing of the biscuit category of Mondelez China, added: ‘Wonderfilled’ is an important breakthrough in the brand promotion for Oreo. The small sandwich biscuit will no longer be designed exclusively for kids, but will be switched from something that parents would buy for their kids to an emotional bond for the whole family and community. Oreo knows about the bond between mums and kids, and knows even better about the kids’ world, which is full of imagination. Via the Wonderfilled campaign, we hope that the power of sharing could help more and more people let out their childish self deep inside and let their imagination fly.”

The campaign is to run across the mainland for all of February.

Project Name: Oreo Wonderfilled CNY
Creative Agency: FCB Shanghai
Client: Mondelez
Regional Account Director: Tess Wang
Account Director: Calvin Chu
Account Manager: Kelly Zhu
Account Executive: Holly Zhang
Executive Creative Director: Andy Chan
Creative Director: Simon He
Associate Creative Director: Santi Yan
Associate Art Director: Jingyan Gu
Agency Producer: Robin Chen
Associate Planning Director: Connie Yeung
Media Agency: Carat
Production Company: PSYOP
Director: Georgia Tribuiani
Designer: Kenneth Lee
VFX Supervisor: Lane Jolly
Editor: Volkert Besseling
Lead Animation: Greg Franklin
Animation: John Dusenberry, Clay Fessier, Brock Gallagher, Jenn Hagman
3D Modeling and Animation: Mike Mangan
Character Layout: Saharat Tantivaranyoo
Compositing: Michael Dobbs, Danny Song, Sam Shiflett, Tony Christopherson, Ryan Samsam
Executive Producer: Cally Morton Danella
Producer: Minh Ly
Category: TVC, OTV, Cinema, and Digital
Territory: China


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