Hasta La Ideas

Wieden + Kennedy Portland, Oregon, has wrapped up its Cookie vs Creme campaign for Oreo cookies with a seemingly endlessly entertaining website, SuperImportantTest.com.

The site asks visitors to choose the best part of an Oreo, rewarding them with a slew of quirky videos for the ‘right answer’. The collection of videos, created by animators and artists including director and designer Carl Burgess, graphic designer and animator Max Erdenberger and Jimmy Marble, ranges from the endearingly amusing to the downright bizarre – from a painfully slow sloth to graffiti grannies and robo-cats. Viewers are bound to keep on clicking. We got through 30 or so, and counting.

The website caps the W+K campaign, which kicked off with the Super Bowl ad Whisper Fight, which saw two Oreo fans kick off in the library over the Cookie vs Creme debate. It also included a series of four Oreo Separator videos that challenged various machines to separate the cookies from creme, featuring a physicist, toy scientists, conceptual artist collective Dentaku and Carnegie Mellon University’s robot, HERB.

CREDITS:
Agency: Wieden + Kennedy, Portland, Oregon
Creative Directors: Jason Bagley, Craig Allen
Digital Director: Matt O’Rourke
Copywriter, Digital Creative: Jarrod Higgins
Art Director: Ruth Bellotti
Video Creators: Carl Burgess, Cat Solen, Tony Foster, Fatal Farm, McRorie, Jimmy Marble, Max Erdenberger, Power House, Agile BrandTelligence, Visual Arts and internal W+K resources, including W+K Motion Department and Don’t Act Big Productions
Development Partner: Hook LLC

CR in print
The March issue of CR magazine celebrates 150 years of the London Underground. In it we introduce a new book by Mark Ovenden, which is the first study of all aspects of the tube’s design evolution; we ask Harry Beck authority, Ken Garland, what he makes of a new tube map concept by Mark Noad; we investigate the enduring appeal of Edward Johnston’s eponymous typeface; Michael Evamy reports on the design story of world-famous roundel; we look at the London Transport Museum’s new exhibition of 150 key posters from its archive; we explore the rich history of platform art, and also the Underground’s communications and advertising, past and present. Plus, we talk to London Transport Museum’s head of trading about TfL’s approach to brand licensing and merchandising. In Crit, Rick Poynor reviews Branding Terror, a book about terrorist logos, while Paul Belford looks at how a 1980 ad managed to do away with everything bar a product demo. Finally, Daniel Benneworth-Grey reflects on the merits on working home alone. Buy your copy here.

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CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.