Global Oreo Vault

The campaign was inspired by the actual Svalbard Global Seed Vault.

In October 2020, Nabisco announced on social media that it had created a small concrete bunker in Svalbard, Norway to preserve the Oreo recipe in the event that the 2018 VP1 asteroid impacted the Earth on November 2 or 3, 2020.[1][2] However, astronomers noted that the asteroid was extremely unlikely to impact the earth.[3][4] The image of the vault was based on the real life Svalbard Global Seed Vault,[3][5] and its supposed coordinates were placed near the seed vault.[6] The vault supposedly contained Oreos wrapped in Mylar, powdered milk and the recipe for Oreo cookies.[7] The campaign was inspired by a tweet posted on October 3, 2020.[8][9] The company uploaded a series of scripted parody videos about the vault to YouTube,[10] and released social media content which built up to a mockumentary about the vault's creation.[8][11] The stunt was created by the Oreo marketing team and advertising agencies 360i and The Community.[8]

The campaign was nominated for and received several awards for advertisements and online content. It was nominated for a 2020 Clio Award,[12] and 2021 Webby Award,[13] and won a 2021 Muse Award,[14] Shorty Award,[15] and Cresta Award.[16] The campaign also won Adweek's Reader's Choice bracket for marketing events of the year.[8]