What’s Your Stuf?
Oreo Most Stuf Launch
*While external forces caused our Dunk the Vote Factory to never open its doors, it is still one of my favorite pieces of work.*
Creative Director // Kylie Ayala
Associate Creative Director // Lex Pursley: Ideated and owned client selected idea, began oversight into 2D design until project close
Design: Peter Vu
The Challenge: Engage Oreo fans and spark an emotional reaction around the Most Stuf Launch
Our Response: Our research showed that everyone has their opinion on the very best way to eat an Oreo. Whether it’s the order, style of dunk or level of stuf, every. single. person. believes their method is the best.
The Activation - A NYC Pop-up: In honor of the latest stuf level launch attendees are led through a choose-your-own-adventure taste-test path that combines various stuf levels with various snacking methods. A frozen thin stuf or a dunked mega stuf? A most stuf with the cookie eaten first or a double with the creme first?
With each choice, Oreo lovers are led closer and closer to their perfect stuf and munch combo. Finally each attendee is led to their recommended Oreo stuf. A winding cookie dispenser allows attendees to then vote on their favorite by taking one last Oreo for the road.
The First Choice
Attendees enter a fully OREO-branded lobby space that throws them head first into the great Stuf debate: thins versus most stuf. Make your choice!
Follow Your Stomach-Heart.
Trust us- it’s a thing. Attendees let their tastebuds choose a path that leads to the next stop on the journey of Oreo-discovery.
Challenge Your Oreo Affiliation
Upon entering the main space, the attendees find themselves at their next test—be it a twist test or a dunking station—to determine their ultimate cookie path. .
Dunk the Vote
Informed voting only! The moment of truth comes when each attendee has dunked, twisted, and Stuf’ed their way through a personalized OREO journey.
The final step leads each participant to a recommended favorite OREO along the back voting booth where they are able to lock in a final vote. Take your favorite stuf level cookie for the road from the ballot machine to lock it in.