{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"LAUNCH\/RE-LAUNCH","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LEO INDONESIA, JAKARTA","is_link":false},{"keyword":"TITLE","content":"OREO MILKY WAY DUNK","is_link":false},{"keyword":"BRAND","content":"OREO","is_link":false},{"keyword":"ADVERTISER","content":"MONDELEZ INTERNATIONAL","is_link":false},{"keyword":"AGENCY","content":"LEO INDONESIA, JAKARTA","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"SONY NICHANI","is_link":false},{"keyword":"REGIONAL CHIEF CREATIVE OFFICER SEA","content":"AJAY VIKRAM","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"RAVI SHANKER","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"DAFI ALFADILA","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"NOVIA ACHMADI ","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"IMRAN QURAISHI\/SUGORO PUTRO\/DEDE SUPRIYATNA","is_link":false},{"keyword":"SENIOR ART DIRECTOR","content":"RANDY HANDOKO","is_link":false},{"keyword":"COPYWRITER","content":"AYU MEUTIA","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ANTI ISTIANTI\/BUDIARTO LAMBOT ","is_link":false},{"keyword":"AGENCY PRODUCER","content":"SHABRINA NUGROHO\/NURINA WINDYARINI\/EVA KARINA\/SURYADI SURYADI\/IIM RAJAB","is_link":false},{"keyword":"DESIGNER","content":"DIMAS WAHYU\/CIPTO NOORSETO ","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"NEHA BANSAL","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"BILAL SYAHRIR ","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"DOMINIQUE KHAIRUNISA\/MIRANDINI SAFIRA","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"NILAKSHI MEDHI ","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"ANDREAS KENNARDI","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"RANDI RAKASIWI","is_link":false},{"keyword":"PR DIRECTOR","content":"CHESSA AT THARIQ","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"SENT INTO SPACE, LONDON\/SEVENPLUS, JAKARTA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"DR. CHRIS ROSE","is_link":false},{"keyword":"DIRECTOR","content":"DR. ALEX BAKER\/MATT LANNING\/EVA YAP\/HAL HOLLINGWORTH\/TOM RODGERS\/MATT BATE\/NIALL DAWSON\/\r\nETHAN WHEELER\/HARRISON DENTON\/HENRY MORGAN\/NICK GRAY\/BEN WARD\/STEPHEN LIN\/MIKE BULL","is_link":false},{"keyword":"OTHER FILM PRODUCTION CREDITS","content":"ANDREW FOEBE\/NOVEL EVELYN\/ASKO TYAS\/ANDHYTA RAMADHANIA\/DEWIT SENJA\/\r\nGITA ZAMANDORA\/SAHRUL\/ELWI & ANJAY\/KHAIRUL UMAM","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Southeast Asia, attention is the scarcest currency. Facing lingering boycotts and cooling affection, Oreo needed more than a conventional flavor launch to reconnect with a Gen Z audience craving escapism. We needed to prove that a 100-year-old brand could still be culturally relevant, confident, and playful.\r\n<br>\r\n<br>Our strategy was to elevate the ordinary to the extraordinary. We reimagined Oreo’s most iconic ritual—\"Twist, Lick, Dunk\"—at an undeniable scale. If dunking in milk felt too safe for a generation seeking wonder, we would dunk Oreo in the Milky Way.\r\n<br>\r\n<br>Credibility demanded action, not just messaging. We partnered with aerospace experts to engineer a hydraulic rig capable of launching a single cookie into the stratosphere. On April 7, 2025, the world watched as we physically \"dunked\" an Oreo into the galaxy. The event was witnessed live by 100+ media and influencers in Indonesia and simulcast across 11 countries, turning a product demo into a regional cultural moment.\r\n<br>\r\n<br>The results were astronomical. The campaign generated 191 million views and $4.7M in earned media, successfully reversing brand perception (+33% positive sentiment, -50.5% negative sentiment). Most importantly, the spectacle drove business impact, delivering a +22% volume uplift and +30% revenue growth. By shooting for the stars, Oreo proved it is still the world’s most playful cookie.\r\n<br>\r\n<br>\r\n<br>Partnering with space techies, we launched an Oreo to the edge of space, and dunked into the galaxy itself, The Milky Way. Footage was simulcast across 11 countries, sparking a region-wide social takeover.\r\n<br>\r\n<br>The campaign delivered measurable results: +22% volume, +30% revenue uplift, $4.7M earned PR value, and 191 million social media views. Oreo turned a limited-edition launch into an audacious, culturally unforgettable experience, proving that even a century-old cookie can still surprise the world.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Even the world’s most iconic cookie can hit a rough patch. With boycotts lingering and affection cooling, Oreo was losing momentum in Southeast Asia.\r\n<br>Oreo has long been defined by a simple ritual: dunking in milk. It is familiar, comforting, and universally recognised. The opportunity was not to invent a new behaviour, but to reimagine this habit at a scale matching Southeast Asia. We asked a playful question: what if you didn’t just dunk an Oreo in milk, but in The Milky Way? That question unlocked a way to elevate a timeless brand ritual into the mother of all dunks.\r\n<br>\r\n<br>In Southeast Asia, attention is the scarcest currency. Young audiences live in saturated media environments where noise blurs into the background. Incremental innovation is invisible; only ideas that feel extraordinary earn cultural permission to be noticed and shared. At the same time, SEA consumers; particularly Gen Z, are deeply imaginative. In fast-growing markets shaped by pressure, people actively seek escapism and wonder.\r\n<br>Space represents limitless possibility and progress. \r\n<br>\r\n<br>By making Oreo space-worthy, the brand could transform a flavour launch into a spectacle, reconnect through imagination, and reassert its playful leadership.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"In Southeast Asia, attention is the scarcest currency. Young audiences exist in saturated environments where noise blurs into the background. Only extraordinary ideas earn permission to be noticed and shared. Optimistic yet pressured by rapid growth, SEA consumers crave escapism and wonder. Space represents limitless possibility and progress, resonating deeply with Gen Z and young Millennials.\r\n<br>\r\n<br>A conventional launch wouldn’t suffice; the brand needed a bold jolt to signal it remained playful, confident, and relevant. The strategy was clear: to launch a limited-edition space-themed Oreo, we couldn't introduce a new flavour—we had to dramatise “space” undeniably. Oreo is an everyday habit, a ritual often taken for granted. By pushing this familiarity to an extreme—making it space-worthy—we created the contrast needed to reset relevance and spark renewed curiosity.\r\n<br>\r\n<br>In Southeast Asia, credibility is built through action, not messaging. Doing something outlandish proves conviction. Sending Oreo into space to dunk in the Milky Way was not novelty; it was a bold signal of confidence, playfulness, and cultural ambition. It redefined Oreo’s iconic 'dunk' equity at a scale no competitor could replicate.\r\n<br>\r\n<br>This shift to the extraordinary reignited conversation and restored wonder, elevating a flavor launch into a cultural statement.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"On April 7, 2025, we sent an Oreo to the edge of space. A specially designed stratospheric payload (a craft) carried an Oreo cookie skyward, equipped with high-altitude cameras and a hydraulic space cannon. As the craft reached near-space conditions, the cameras captured a surreal sight: an Oreo being shot from the cannon towards the Milky Way, as if dunked not in milk, but in the galaxy itself; the Milky Way. \r\n<br>\r\n<br>The stunt wasn’t designed as a product launch, it was a PR-first experience and an experience. More than 100 media and influencers from across Southeast Asia travelled to Indonesia’s Cukul highlands, expecting a familiar brand event. Instead, they witnessed an Oreo being dunked in the Milky Way. The spectacle didn’t end there. The footage of the real stunt was simulcast in real time across 11 countries, turning into a region-wide social takeover. Feeds across Southeast Asia lit up as the cookie appeared to float into the Milky Way. \r\n<br>\r\n<br>Oreo transformed a playful idea into a cultural moment, proving that even a century-old cookie can still surprise the world.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The Oreo Milky Way Dunk campaign delivered measurable impact across multiple dimensions:\r\n<br>\r\n<br>Result 1: Drive sales uplift\r\n<br>•\t+22% volume uplift\r\n<br>•\t+30% revenue lift\r\n<br>\r\n<br>Result 2: Talkable and shareable\r\n<br>•\t$4.7M earned PR value\r\n<br>•\t1,400+ articles published across the region\r\n<br>\r\n<br>Result 3: Drive organic conversations to grow share of mind\r\n<br>•\t191mn views on the stunt content video on social media\r\n<br>•\t+33.0% positive sentiment uplift\r\n<br>•\t-50.5% decrease negative sentiment\r\n<br>\r\n<br>By turning a simple ritual into an audacious, shareable experience, Oreo re-established relevance, drove engagement, and translated cultural buzz into tangible business results.\r\n<br>","is_link":false}],"files2":[{"name":"PR09_002.mp4","type":"mp4"},{"name":"PR09_002_DI01L.jpg","type":"jpg"}],"count":2}