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OREO Takes a “Wonderfilled” Journey For Chinese New Year

Press Release - Shanghai, 09 February 2015

Shanghai, February 9, 2015 – Riding on its new “Wonderfilled” platform, OREO brings imagination to their Chinese New Year campaign this year. The “Wonderfilled” platform, first launched in 2014, encourages people to see the world from a child’s perspective and, by sharing an OREO, can open up people’s hearts and let imagination fly.  

Kicking off with a 5-second teaser on February 2, this CNY campaign shows a little boy asking, “This spring festival, what kind of wonder-filled journey would OREO bring you?” The answer will then be revealed on February 9 in a 30-second TVC where we’ll see how a normal CNY homebound train journey can be reimagined and transformed into a magically fun ride, by the same little boy from the teaser spot, when he shares OREOs with other passengers.

Leveraging the most important time of year for families to gather, the Chinese New Year campaign aims to create new ways for people to connect during the Chinese New Year holiday.

“‘Wonderfilled’ is an important breakthrough in the brand promotion for OREO. The small sandwich biscuit will no longer be designed exclusively for kids, but will be switched from something that parents would buy for their kids to an emotional bond for the whole family and community. OREO knows about the bond between mums and kids, and knows even better about the kids' world, which is full of imagination. Via the Wonderfilled campaign, we hope that the power of sharing could help more and more people let out their childish self deep inside and let their imagination fly,” says Alexis Jacquand, VP Marketing of the Biscuit Category of Mondel?z China.

Andy Chan, Executive Creative Director of FCB Shanghai comments: “The ‘Wonderfilled’ campaign brought a whole new look and feel to the OREO brand, and this time, we tapped the power of imagination and how it can transform something humdrum into something fun and spectacular. By combining live action with 2D animation, we created a distinctive-looking piece of film that we hope will stand out in the crowded media space during this time of the year.”

This campaign runs until end of February across Mainland China.

Watch 5-second teaser:

30-second TVC:




Project Name: Oreo Wonderfilled CNY

Creative Agency: FCB Shanghai

Client: Mondelez

Regional Account Director: Tess Wang

Account Director: Calvin Chu

Account Manager: Kelly Zhu

Account Executive: Holly Zhang

Executive Creative Director: Andy Chan

Creative Director: Simon He

Associate Creative Director: Santi Yan

Associate Art Director: Jingyan Gu

Agency Producer: Robin Chen

Associate Planning Director: Connie Yeung

Media Agency: Carat


Production Company: PSYOP

Director: Georgia Tribuiani

Designer: Kenneth Lee

VFX Supervisor: Lane Jolly

Editor: Volkert Besseling

Lead Animation: Greg Franklin

Animation: John Dusenberry, Clay Fessier, Brock Gallagher, Jenn Hagman

3D Modeling and Animation: Mike Mangan

Character Layout: Saharat Tantivaranyoo

Compositing: Michael Dobbs, Danny Song, Sam Shiflett, Tony Christopherson, Ryan Samsam

Executive Producer: Cally Morton Danella                                                                                         

Producer: Minh Ly


Category: TVC, OTV, Cinema, and Digital

Territory: China