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When OREO learned that ‘Oreo’ is the 6th most popular name for black-and-white-coloured pets, according to Rover.com, it was delighted – until it learned that a growing number of Oreos are being abandoned in Dubai, and knew it had to step in and take action.
Beginning on International Homeless Animals Day last month (August 20th), OREO, the famous sandwish cookie brand, decided to help its furry namesakes in the United Arab Emirates (as well as their friends not named Oreo) to find a home. Together with agency Saatchi & Saatchi, OREO is on a mission to help get as many pets adopted as possible in partnership with two of the largest pet rescues in the region – K9 Friends and Yanni Animal Welfare.
At the start of the COVID-19 pandemic, people confined to their homes often found solace in the cuddliest, furriest kind of companion. But two years later, pet abandonment is on the rise across the UAE as people get back to their normal routines and return to the office. The news is full of stories of animal neglect.
“When we realised so many pets are named Oreo, we knew we had to find a way to give back. Partnering with two of the biggest rescues in the region has been an honor and we can’t wait to help some animals find the forever home they deserve,” says Ilona Morozova, marketing manager, biscuits at Mondelez International, MENA.
The ‘Oreo & Friends’ initiative builds on the brand’s existing positioning, Stay Playful, to become ‘Bring home playful. Bring home Oreo’.
“We have so many lovely adoptable dogs and we’re always looking for new ways to reach potential owners. It’s been amazing partnering with OREO to help animals find a home for life,” says Solange Bornand, manager, K9 Friends.
To honour International Homeless Animals Day, OREO has pledged to change all social content from products to pets for the cause, raising awareness of how many adoptable animals there are in the region.
Three Oreo films have been rolled out so far. Also Oreo reimagined its iconic packaging to resemble three animal kennels, illustrated using the monochromatic shapes of a classic Oreo cookie. This limited-edition range is selling on Instashop and a QR code on eacjh packet links to a microsite, www.bringhomeoreo.com, where people can browse for pets and apply to adopt them.
CREDITS
CLIENT:
Brand: Mondelez International
Senior Director, Marketing, MENAP: Bassem AlbdulGhani
MENAP Consumer Experience Lead, AMEA: Krinio Christaras
E&I Marketing Excellence Director, MENAP: Lara B Abizeid
E&I Marketing Manager, Biscuits and Baked Snacks, MENA: Ilona Morozova
Senior Brand Manager E&I Biscuits & baked Snacks, MENA: Marian Matta
Brand Manager Chocolate & Bakery, MENAP: Sara Zorkot
E-commerce Manager, Gulf: Edom Noemi
Agency: Saatchi&Saatchi MEA
Creative team:
Chief Creative Officer (CCO): Sebastien Boutebel
Executive Creative Director: Gautam Wadher
Creative Director: Alok Mohan
Associate Creative Director: Anika Marya
Senior Copywriter: Katie Handfelt
Art Director: Erick Canedo
Art Director: Namita Nair
Animator: Daniel Masilang
Digital:
Digital Delivery Manager: Biju Varughese
Production:
Director - Head of Production: Wael Said
Producer: Maria Succar
Content Director: Hussein Krayem
Photographer: Mahmoud Abdelfattah
Motion Designer: Lucas Fuse
Editor: Ahmed Aborady
Studio Manager: Uthaman Chamandi
Digital Retoucher: Jessudas Manirajan
Digital Retoucher: Jayan Subramanian
Strategy team:
Chief Strategy Officer at Publicis Groupe: Tahaab Rais
Head of Strategy & Insights Strategic Planning: Mazher Abidi
General management:
Head of Saatchi & Saatchi UAE: Ramzi Sleiman
Business Director - Communications Consultancy: Karim El Kari
CS team:
Associate Business Director - Communications Consultancy
Communications: Hiam Baltaji
Senior Executive - Communications & Project Management
Communications: Dayana Atanasova
Social team:
Associate Business Director - Content: Sima El Amine
Manager - Communications Consultancy: Nathalie Hammoud
Executive – Content: Gaia El Khazen
SHELTERS:
K9 Friends:
General Manager: Solange Bornand
Social Media Manager: Siddhi Mulaokar
Yanni Animal Welfare:
Director: Dr. Manal Al Mansoori
Director Assistant: Farah Jammol
Audio Production:
Audio Production House: Vox haus, Brazil
Head of Projets: Matheus de Moraes Gugelmim
Head of Music Production: Daniel Dalla Corte
SFX Production: Cássio Machado and Ícaro Guedes
Box Printing Team:
Print Production House: Power Print
Account Manager: Thanveer Hashim
Prepress Operator: Vijay Ganesh
Wood House Props Production Team:
Carpentary: Hill Wood Furniture
Production Supervisor: Nawas Morris
