Daily Twist

Why it works

To mark Oreo’s 100th birthday, Kraft Foods and its agencies published one new image a day for 100 days from late June 2012, each recasting the cookie in light of that day’s news or cultural moment: a rainbow-filled Oreo for Pride week, a nod to the Mars Rover landing, posted across Facebook, Twitter, Pinterest and oreo.com. Made by DraftFCB and 360i in what a Cannes juror called a newsroom-like setting, it ended with creatives working in a glass office in Times Square, making the hundredth twist, a celebratory high five, from a topic fans had suggested and voted for. It is studied as the prototype of the brand newsroom, proving a century-old packaged-goods brand could react to culture daily and at speed. Cannes gave it one of two Cyber Grand Prix in 2013, jury president Bob Greenberg saying it made people fall in love with a cookie. Facebook gave it the top Blue Award at its 2013 Studio Awards, and 360i reported more than a million new fans.