THE WILD OREO
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 speculative 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. 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.
OOH
The outdoor campaign unfolded in two steps. First, Oreo-focused Wild Oreo pack visuals appeared across the city, highlighting the limited-edition cookies produced in the same numbers as each species. Then, WWF-focused posters showed the animals with the same numbers and the message: Never meant to be a limited edition. On digital billboards, the second visual follows directly after the first. For print, both posters were only used when placed close to each other, so the message worked together as part of the Oreo × WWF partnership.
Website
A dedicated campaign website, wwforeo.com, allowed people to explore each featured species and follow their remaining population numbers. The platform also provided simple ways to learn more and support WWF’s conservation efforts.
Influencers
Influencers received Wild Oreo packs and followed a simple script when opening them: “I found one of the 10,000 White tiger cookies in the world.” They then revealed that this number also represents how many animals are left in the wild, before directing their audience to wwforeo.com to learn more and support WWF.
Credits: Art Direction and copy: Danaë.