Oreo Painting Exhibition

Creative idea

Hungarian consumers are often dismissive of Western products, and Oreo struggled with very 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. Taking this insight literally, we created artworks inspired by Hungarian paintings and events, slipping Oreo into the hands of historic figures and iconic characters. To maximize impact, we presented these fake paintings as an art exhibition in Budapest’s busiest underground stations.

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