Mondelez has launched its first outdoor campaign in Ireland for Oreo called the 'Dublin Twist', which is a follow-on from the brand’s Cannes Lions Cyber Grand Prix-winning 'Daily Twist' campaign.
The Dublin ads were created by Draftfcb London and add a Dublin twist to the original campaign by suggesting places to visit in the city with a relevant illustration involving an Oreo biscuit. The campaign was made possible after PHD won the out-of-home Fame – The Agency Edition competition and secured €150,000 of media space.
Of the 15 ads created, the Iveagh Gardens and the Bram Stoker Festival are among suggestions, while the sixteenth and last ad will depict a place or event chosen by a reader from TheJournal.ie.
Draftfcb London’s executive creative director, David Harris, said: “Through the iconic images of Oreos, this campaign invites people to get together and discover the less well known, more unconventional parts of Dublin.
“In addition to helping connect them with each other, we direct them to different events in a fun and playful way.”
Activity will include bus wraps and an 'Oreo Express' wrapped train which will offer samples. The campaign will run until 4 November.