Bang&Olfusen
Problem
Wildlife extinction is accelerating, but it still feels distant and abstract to most people. If the threat doesn’t feel close, it doesn’t feel urgent. Awareness exists, emotional connection doesn’t.
Insight
People react more strongly when loss feels countable and finite. Seeing “how many are left” turns a global issue into something personal and real.
Solution
We partnered with Oreo’s iconic black-and-white cookie to turn it into a symbol of endangered black-and-white animals.
This is a conceptual campaign for an unexpected partnership: WWF x OREO, teaming up to protect endangered wildlife. The idea is simple: OREO’s iconic black-and-white cookie becomes a symbol for black-and-white animals at risk, like pandas, zebras, and penguins. We created The Wild Oreo, a limited-edition pack where some cookies are embossed with one of the world’s most endangered black-and-white animals.
Here’s the twist: Only as many cookies were made as animals left in the wild. 100 Bongos. 3,000 Zebras. 10,000 Tigers. Once they’re gone, they’re gone, just like the animals they represent.
Every pack mixes regular Oreos with a few Wild ones.
Credits: Art Direction and copy: Danaë.