JAKARTA, INDONESIA — Mondelez’s Oreo continues its mission to spark playful connections amongst families and has launched a new thematic campaign, developed by Publicis Groupe Indonesia. The Southeast Asia-wide campaign, which kicked off on Indonesia’s Father’s Day on November 12th, highlights how working from home is taking its toll on family time.
Oreo seeks to infuse a dose of fun in the daily lives of families by spotlighting dads in their latest campaign, Save Dads. In current times, amidst the blurring of lines between personal and professional life, carving out valuable family connection moments has come to assume even more importance. Fathers across the region are struggling to make time for these moments, and Oreo is partnering with families to help dads rekindle their playful spirit.
“In the last two years, we have observed the playful, present Dads are becoming an endangered species. While ‘Work From Home’ has driven flexibility, it has also made everyone literally live at work. Dads are becoming unrecognizable. Dads are forgetting to laugh. Dads are becoming boring. Dads have stopped playing. With our ‘Save Dads’ campaign, we are trying to encourage families to be more mindful of the blurring of work and life and set boundaries to be playful. What better way than the world’s No 1 Cookie, Oreo, with its Twist, Lick, and Dunk ritual to tempt them out of this seriousness and get back to a playful normal,” said Nikhil Rao, Senior Marketing Director for Mondelez Southeast Asia.
“The campaign is focused on asking Dads everywhere to take some time off and ‘return to play.’ Understanding how Oreo can catalyse a family moment has always been part of the brand DNA and over the next few months, the Save Dads platform will bring alive this lost playful side of Dad through media partnerships and activations,” said Ravi Shanker, ECD Publicis Groupe Indonesia.
The TV spot was directed by Agustín Carbonere of Landia Productions, Argentina with post-production by Prodigious Bangkok.
The campaign will launch across Southeast Asia early next year and is supported by on-ground and digital activations.
Client: Mondelez SEA, Oreo
Sr. Director Marketing, Biscuits SEA: Nikhil Rao Head Of Marketing: Vikram Chandratrey Regional Brand Manager: Fransisca Leonita
Advertising Agency: Publicis Groupe Indonesia CEO: Sony Nichani
ECD: Ravi Shanker
Creative Group Head: Achmad Fauzi
Creative Sr. Copywriter: Rian Gifari
Creative Sr. Art Director: Chairul Maulana Business Director: Monideepa Nandi
CSO: Shailesh Iyer
Planning Manager: Bilal Abdulrachman Associate AD: Avisenia Qashashi
Sr. AE: Putri Andarini
PM: Widya Kusumawati
Prodigious / GM: Lolita Ham
Production House: Landia, Buenos Aires Director: Agustin Carbonere
CEO/Managing Partner, Landia: Adrian D’amario Executive Producer: Flor Gastelu
Producer: Flor Gastelu & Camila Finci
Director of Photography: Pablo Desanzo 1st AD: Natalia Dolensky
Art Director – film: Vera Arico
Wardrobe Stylist: Mercedes Gallego
Production Manager: Cecilia Costa Racedo Location Manager: Diego Ledesma
Editor: Jeronimo Perez Rioja
Post-Production Coordinator: Jordy Kosoy Music & sound design: Bamba
Post Production: Les Amateurs