Together We Filled The Wonder

Team

Delia Nguyen and Chiao An Chung

Date

2022

Lifestyle magazine ad

Media

The post-COVID landscape has seen a widening gap between parents and children due to their busy schedules with work and school. Younger kids, in particular, find solace in screen time while their parents struggle to allocate time for outdoor activities or quality bonding moments. Recognizing this growing disconnect, our group conceived a campaign aimed at strengthening the parent-child relationship by fostering shared experiences, specifically through baking activities.

CAMPAIGN OBJECTIVE

The central concept centers on a creative baking competition tailored for both children and their parents. Participants will undertake the challenge of creating an OREO mascot, adding their unique touch to adorn a cake. This initiative transforms baking into a means of fostering bonding, aiming to create a space for children and adolescents to connect with their parents, promoting open communication and shared moments.

Recognizing the necessity for an enhanced online presence, our campaign strategically reintroduces the OREO website to the public. Every OREO package will include a QR code guiding consumers to the website. Here, participants can find extensive information about the competition, encompassing guidelines, sign-up details, and instructions for the base dough.

Set for a December launch, aligning with the holiday season, the campaign aims to leverage family gatherings.

The website will provide details about the prizes, with the ultimate winner earning a personalized merch kit showcasing their mascot design. This appealing reward serves to stimulate active participation in the campaign.