Tuesday, October 4, 2022

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    Oreo shows its caring side with a monochrome pet adoption campaign

    Cookie brand Oreo is stepping up to the plate to ensure black and white pets across the Middle East find a home.

    Inspired by the rise of the name Oreo as the sixth most popular name for black and white pets, according to Rover.com, ’Oreo and Friends’ sees the cookie brand abandon its standard packaging for three monochromatic kennel-style boxes.

    The limited edition range is available to purchase locally, with a QR code on each box linking directly to a bringhomeoreo.com microsite where customers can browse homeless cats, rabbits and dogs for adoption.

    Working with Saatchi & Saatchi, the brand has partnered with pet rescue organization K9 Friends and Yanni Animal Welfare to source homeless animals, helping to tackle growing incidences of pet abandonment across the United Arab Emirates.

    Ilona Morozova, marketing manager for biscuits at Mondelez International MENA, said: “When we realized so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve.“


    Gautam Wadher, executive creative director at Saatchi & Saatchi Dubai, added: “This initiative is playful and true to Oreo’s spirit. But the intent is serious. Working directly with two pet rescues, we’ve made the pets who are up for adoption the stars of all our communication.“

    <iframe width="560" height="315" src="https://www.youtube.com/embed/KsOaAs2kkHE" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

    Building on Oreo’s ’Stay Playful’ mission statement to ’Bring home playful, Bring home Oreo’, the campaign largely drops the brand’s trademark blue to throw the issue of pet abandonment into stark relief.



    Brand: Mondelez International

    Senior director, marketing, MENAP: Bassem AlbdulGhani

    MENAP consumer experience lead, AMEA: Krinio Christaras

    E&I marketing excellence director, MENAP: Lara B Abizeid

    E&I marketing manager, biscuits and baked snacks, MENA: Ilona Morozova

    Senior brand manager E&I biscuits and baked snacks, MENA: Marian Matta

    Brand manager chocolate and bakery, MENAP: Sara Zorkot

    E-commerce manager, Gulf: Edom Noemi

    Agency: Saatchi & Saatchi MEA

    Production house: Prodigious MEA

    Post production house: Optix Dubai

    Media: Spark Foundry MEA

    Chief creative officer: Sebastien Boutebel

    Executive creative director: Gautam Wadher

    Creative director: Alok Mohan

    Associate creative director: Anika Marya

    Senior copywriter: Katie Handfelt

    Art director: Erick Canedo

    Art director: Namita Nair

    Head of Saatchi & Saatchi UAE: Ramzi Sleiman

    Chief executive officer at Prodigious ME: Sami Saleh

    Chief strategy officer at Publicis Groupe: Tahaab Rais

    Head of strategy and insights strategic planning: Mazher Abidi

    Strategy and insights director: Rosina Casserly

    Business director: Karim El Kari

    Associate business director: Hiam Baltaji

    Senior executive: Dayana Atanasova

    Creative services manager: Cynthia Sarkis

    Digital delivery manager: Biju Varughese

    Content director: Hussein Krayem

    Photographer: Mahmoud Abdelfattah

    Motion designer: Lucas Fuse, Ahmed Aborady, Daniel Masilang

    Studio manager: Uthaman Chamandi

    Digital retoucher: Jessudas Manirajan, Jayan Subramanian

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