OREO’S WONDERFILLED CAMPAIGN STILL INSPIRES

The Martin Agency’s Wonderfilled campaign for OREO, conceived more than a decade ago, continues to enchant audiences with its whimsical illustrations and layouts. Crafted by a stellar creative team and global illustrators, the work reawakens childlike curiosity in adults, celebrating the transformative joy of sharing an OREO cookie.  

When The Martin Agency in Richmond, Virginia, first unveiled the Wonderfilled campaign for OREO Sandwich Cookies, the idea was simple yet profound: to remind people that sharing an OREO could spark joy, curiosity, and openness. More than ten years later, the campaign’s print and outdoor executions remain as fresh and evocative as ever, continuing to reawaken a childlike sense of wonder in audiences worldwide.  

Led by Chief Creative Officer Joe Alexander and Executive Creative Director Jorge Calleja, the creative team included Magnus Hierta and David Muhlenfeld as Creative Directors, with Chris Peel and William Godwin contributing design expertise. Studio artistry came from Matt Wieringo, while production was overseen by Anya Mills, Paul Martin, and Jamie Parker. Together, they built a campaign that transcended traditional advertising, blending storytelling with visual delight.  

The illustrations, brought to life by talents such as Matthieu Bessudo, Bernstein Andruilli, Jeff Soto, Ryan Todd, Andrew Bannecker, Geoff McFetridge, and Hackney-based Shotopop Studios, gave the campaign its distinctive charm. Their work transformed OREO’s playful brand ethos into vibrant, imaginative worlds that invited adults to rediscover the joy of pausing, sharing, and savouring a cookie.  

The Wonderfilled executions were not just about product promotion; they conveyed a philosophy. The campaign suggested that even small acts—like offering an OREO—could have a positive, transformative effect. This message resonated deeply, positioning OREO not merely as a snack but as a symbol of connection and delight.  

In an era where advertising often leans on speed and digital saturation, the enduring appeal of Wonderfilled lies in its ability to slow audiences down, encouraging them to embrace curiosity and openness. It remains a benchmark in creative advertising, proving that the power of a simple idea, beautifully executed, can transcend time.