Oreo Built a Vault So Its Cookies Can Survive the Apocalypse

Asteroid 2018VP1—a sofa-size hunk of space rock—is hurtling toward our planet. It should pass harmlessly by on Nov. 2, the day before the U.S. elections. No one expects smack into the Earth and cream human civilization or have any measurable effect on the home-world.

Even so, Mondelez’s Oreo isn’t taking any chances.

To protect its cookies—and score some media coverage too, what the hey—the brand joined with ad shop The Community to build a supposedly “asteroid-proof” Global Oreo Vault in the frosty wastes of Svalbard, Norway (78°08’58.1″N, 16°01’59.7″E).

Oreo says it was inspired by “doomsday” seed vaults around the world. The Oreo packs, we’re told, are wrapped in mylar that can withstand temperatures from -80 to 300 degrees Fahrenheit. The brand also stored the official recipe and several cases of powdered milk, so dunking should survive an unlikely apocalypse.

Hey, better to face the brave new world with chocolate wafers and sweet crème filling than tons of … seeds. Right? (Try rebuilding society on a diet of caraway and flax. As if!)

Naturally, the brand is having just too much fun with the cataclysmic campaign on social.

A world with only oatmeal raisin? NO ONE WANTS THAT. Learn more at https://t.co/FWMRHalnM4. #OREOVault pic.twitter.com/x9phXW4rMJ

— OREO Cookie (@Oreo) October 23, 2020

You’re looking at The Global OREO Vault, an asteroid-proof facility in Svalbard, Norway protecting OREO cookies from asteroid 2018VP1. Learn more at https://t.co/FWMRHalnM4#OREOVault pic.twitter.com/I2jEVpsXTT

— OREO Cookie (@Oreo) October 23, 2020

.@MoonPie there’s room for you in the vault so long as you give can us a little heads up before the asteroid hits.

— OREO Cookie (@Oreo) October 23, 2020

CREDITS

Creative Agency – the community:
Joaquin Molla: Chief Idea Officer
Jose Molla: Chief Idea Officer 
Frank Cartagena: Chief Creative Officer, NY
Ramiro Raposo: Executive Creative Director 
Ian Reichenthal: Executive Creative Director, Writer
Associate Idea Director: Federico Diaz
Associate Idea Director: Aaron Willard
Associate Idea Director: Aaron Zimroth
Associate Creative Director: Juarez Rodrigues
VP, Head of Integrated Production: Laurie Malaga
Executive Producer: Chris Parke
VP, Managing Director: Marci Miller
Sr. Brand Lead: Tiffany Kimicata
Brand Coordinator: Gabriela Rodriguez
Business Affairs Manager: Tina Thorland

Production Company – World War Seven:
Partner/Director: David Shafei
Executive Producer: Josh Ferrazzano
Head of Production: Megan Pfaffenroth
Line Producer: Michael Mitchell
Editorial – MackCut:
Editor: Nick Divers
Executive Producer: Gina Pagano

Social Agency – 360i:
Chief Creative Officer: Menno Kluin
Group Director, Social Creative Lab: Pete Wood
Art Director, Social Creative: Lab Leigh Stolarz
Copywriter, Social Creative Lab: Daniel Freeda
Design Director: Brian Gartside
Senior Designer: Sophia Del Plato
Head of Integrated Production: Carissa Ranelycke,
Senior Producer: Adrienne Darnell
Head of Graphics Studio: John Kinsella
VP of Social & Influencer Marketing: Kristin Maverick
Senior Social Strategist: Eden Lipke
Group Account Director: Joshua Safran
Associate Account Director: Lindsay Kennedy
Project Manager: Kevin Tamayo
Partner: Photographer: Josh Dickinson

PR Agency – Weber Shandwick