B&A Plays with Oreo
Everyone has their own way of eating Oreos. Whether it's dunking in an ice-cold glass of milk, twisting the cookies from The Stuff, or eating the sandwich cookies whole, there's no wrong way to do it. The myriad of flavors, colors, and themed special editions mean that there's an Oreo out there for everyone, and they can fit comfortably into anyone's experience. Oreo's latest campaign, Play with Oreo, highlights the customizability of Oreos current generation offering a unique flavor for everyone. Oreo collaborated with a handful of artists to illustrate all the experiences Oreo can partner on. Working with ten different artist and studios, including B&A artists Ryan Todd, Jeff Soto, Shotopop, Andrew Bannecker, and McBess, each creative brought their own spin on the story that Oreo is telling in the campaign: that there’s an Oreo for everyone.
Ryan Todd, who contributed illustrations to the campaign, explains that the campaign is really about the personal experiences that each illustrator could bring to the collection. Each illustration features an Oreo character, whose head is a smiling Oreo cookie that acts as the central character in the compositions. “The Oreo character became a personification of playfulness and was central in everyone’s artwork,” says Ryan. “In a way, the iconic Oreo cookie existing as a smiling character was a way for us to channel and represent our own approach to playfulness.” Each ad uses a different word to express each unique experience. Whether you’re discovering, twisting, wondering, rolling, or dreaming, Oreo can partner with you on your journey. By using all these different artists, different styles play off the different actions and create a campaign that’s as varied as Oreo’s customer base.
That creative breadth requires artistic agility, something that was acutely felt by the artists. “It was very exciting to work with a brand who were really keen to promote and encourage playfulness,” says Ryan. “This approach really resonates with me and the way I work so it was a dream project to be involved with.” That freedom and collaborative energy means that each artist’s aesthetic is immediately recognizable. Jeff Soto’s signature characters populate his piece, with their extending antlers, and topographical elements singular to the artist. Andrew Bannecker’s shaded vector style is beautifully suited to his space themed scene. Shotopop’s detail oriented flair offers all the necessary features to speak to their twisty composition. And who better than McBess to inject an honest depiction of the rock lifestyle into Oreo’s world?
Oreo can truly fit into any lifestyle, and for every lifestyle there’s a new Oreo flavor. Recently Oreo has released flavors like Red Velvet, Cinnamon Spice, and Cookie Dough. Out of all the flavors that he could choose, Ryan Todd’s pick is a little smoother. “Here in the UK, we’re not quite as well versed with the variety of flavors on offer compared to that in the US but Oreo ice-cream is always a winner for me!” says Ryan. Wonderful!
Ryan Todd Turns Up the Nostalgia for Transport for London
Using his hand drawn style, Ryan’s aesthetic is reminiscent of graphics born from Matisse and paper cut cubism. For him, it was really about combining modern impressions with TfL’s old school sensibilities. He explains the posters’ style by saying, “I applied my bold and playful approach to the posters and wanted to create something that was contemporary but which could still exist alongside the heritage visual identity of TfL.”
Imagery of bicycles and London coalesce to foster feelings of timeless familiarity and nostalgia. The posters aren’t about the city of London, not the way a tourist would see it. They fill themselves with the daily life experience of a native Londoner. Ryan chose personal icons over landmarks. It’s about the center spot at Wembley stadium, not Big Ben. The Thames, not the Eye. The experience of jamming into the Underground during rush hour not the experience of trying to get a Queen’s guardsman to laugh. Ryan Todd and Transport for London are working towards fostering an intimacy that is unique to insiders, and communicating with them as clearly as possible.
Ryan explains, “TfL approached me with some concepts and messaging they’d like to promote to encourage more people to make use of the Barclays bikes available all over London. Some of the posters were created to highlight reasons to use the bikes, while others coincided with certain events in London.” It’s really about the people and the best, and easiest way to live in London.