Oreo Missing History

Creative idea

Hungarian consumers are often dismissive of Western products, and Oreo struggled with low brand embeddedness against strong local competitors. Our campaign aimed to reduce rejection and reposition Oreo as distinctive and lovable, especially for Gen Z. We built on a simple statement: just because we don't share a past, we can still share a future. Inspired by this, we created artworks from famous Hungarian paintings and events, placing Oreo into the hands of historic figures and iconic characters. The campaign included outdoor formats, a “citylight exhibition” in Budapest’s busiest metro underpass, radio, in-store activations, and sampling at festivals and universities.

Brand name: Oreo
Advertiser / client: Mondelez Hungária Kft
Product / service: Oreo biscuit
Campaign name: Missing History
Agency network: INDEPENDENT AGENCY
Agency: Republic Group, Budapest
Media agency: Publicis Groupe Hungary
Web address: https://nyerjazoreoval.hu/
!n/f[label_opt1:]: 1
Agency chief executive officer: Tamás Barna
Chief creative officer: Rita Alberti
Executive creative director: Mátyás Ónodi
Creative director: Máté Sípos
Art director: Fanni Tassy
Copywriter: Tünde Balassa
Account director (agency): Anita Turi
Client account director: Katalin Soós
Media director: Lajos Turcsany