The brief was clear: continue using the global concept and replicate the campaign locally in Brazil. But the campaign needed to feel less traditional—so we turned it upside down.

We reimagined the concept of family, bringing a more modern and dynamic communication style with a fresh point of view. We aimed to expand the definition of what a family truly is. At the same time, we didn’t want to focus solely on the product. Our goal was to position Oreo as part of people’s culture—something that naturally becomes part of your family.

Strategically, we created a series of diverse personas. When you think about family, it can mean many different things. Your dog can be family. Your best friends can be family. Families come in all shapes, sizes, and dynamics—and we wanted to celebrate that diversity.

By tapping into this broader, more inclusive perspective, we uncovered insights that helped us build a deeper emotional connection between Oreo and the people it serves.

Beyond that, we also wanted to teach people new and creative ways to enjoy Oreo—making the brand not just part of the moment, but part of the experience.

We wanted people to have fun with the brand.