For the next two weeks, people across the nation might be surprised to look up and see the Caped Crusader’s Batarang staring down at them, as it slices through a giant OREO cookie. This unique OOH special build, which will feature at sites across the UK, forms the latest UK activation from OREO as part of the brand’s collaboration with Warner Bros. for the upcoming movie, THE BATMAN.
A limited run of packs featuring OREO cookies embossed with the face of the Batman will be rolled out to UK stores as part of the campaign. To promote these, Digitas has created a special build that showcases a huge 3D Batarang, in the same design as featured in the new film, dramatically embedded in a billboard after having split a massive 3D OREO cookie completely in two.
The 3D OOH activation is unique to the UK and will run across sites in London, Birmingham, Manchester and Glasgow until 14 of February, to support the launch of OREO x The Batman partnership. The work forms part of a wider integrated campaign created for OREO by Saatchi & Saatchi Düsseldorf running across multiple regions.
The OREO target audience have grown up with Batman and this activation capitalises on that by bringing to life one of the iconic superhero’s most recognisable calling cards and putting it – quite literally – in the middle of an OREO biscuit.
Rafael Espesani, OREO senior brand manager, said: “We wanted to create something that immediately lands our partnership with The Batman, by bringing the brands together in an original way. It is instantly recognisable and helps us drive cultural relevance and excitement, while making the OREO cookie look delicious and cool.”
Lazaros Nikiforidis, Digitas UK ECD, said: “Batman is only half the superhero without his many gadgets, all housed in his utility belt, and now there’s a tasty new addition he can have fun with in OREO cookies. What better way to announce an iconic partnership between two iconic brands than by freezing the moment and showing the impact of them coming together”?
Digitas UK collaborated with media agency Carat UK and production company MediaCo, as well as Elvis and Tin Man PR, on the project.
Executive creative director: Lazaros Nikiforidis
Creative team: Vik Kayno and James Egan
Designers: Roger De Alessandri and Dan Bale
Strategy Partner: James Whatley
Lead Strategist: Sharmin Rashed
Senior Account Manager: Louise Fox
Senior Project Manager: Ian Kaye