Winning The Drum Awards for Advertising’s Sports category was Oreo’s ‘Calls’ campaign by VML which achieved a 9.8% increase in direct sales. Here is the award-winning case study.
In the fiercely competitive advertising space of March Madness, brands typically invest heavily in high-profile partnerships, endorsements, and multi-million-dollar ads to capture massive viewership. Oreo faced the challenge of standing out in this crowded field without relying on these conventional methods. The objective was clear: to engage viewers in a memorable and interactive way, driving both brand engagement and sales.
Inspiration
The inspiration for this campaign came from the visual similarity between the iconic black-and-white stripes of referee jerseys and the distinctive design of Oreo cookies. By merging the two, Oreo saw an opportunity to create a unique and playful connection between the game and its product. This idea of transforming ordinary referee calls into something delightful and engaging for fans was a …