Oreo Unveils Playful Artistry: A Delicious Blend of Creativity and Fun

In a nation known for its dedication to work and study, Oreo is on a mission to revive China’s ancient tradition of playfulness through its innovative platform, ‘Art of Play’. Partnering with Leo Burnett Shanghai, Oreo is igniting a cultural conversation about the importance of play in modern Chinese society.

Despite China’s rich history of play spanning over 5,000 years, contemporary pressures have led to a decline in playtime, especially among children who now spend just one hour per day playing, the lowest globally. Oreo’s ‘Art of Play’ seeks to address this imbalance by reconnecting people with their playful heritage.

The campaign kicked off in style by transforming Shanghai’s busiest subway station into a thought-provoking exhibit, juxtaposing ancient toys with symbols of academic pressure. This bold installation sparked a nationwide dialogue on the significance of play in fostering balance and well-being.

At the heart of the initiative lies the reinvention of three iconic Chinese toys – the Luban Lock, the Kong Zhu, and the Tangram – in Oreo’s signature black and white. Designed by renowned toy maker Lao Wang, these modern interpretations not only pay homage to tradition but also inspire creativity in children, reminding parents and educators of the importance of nurturing imagination alongside academic rigor.

Grace Zhu, Vice-President of Marketing and Growth at Mondelēz China, emphasizes Oreo’s commitment to unlocking playfulness in everyday life, urging for a more balanced world for future generations. Meanwhile, Natalie Lam, Chief Creative Officer at Publicis Groupe APAC, highlights the initiative’s aim to reintroduce the lighter, optimistic side of Chinese culture often overshadowed by its reputation for competitiveness and innovation.

To further support the cause, Oreo is offering limited-edition toy kits on Tmall, accompanied by packs of its beloved cookies. Additionally, the company is donating ‘Art of Play’ toys to schools nationwide, empowering educators to incorporate playfulness into their curriculum.

Through a robust influencer campaign across social platforms like Weibo, Douyin, and Xiaohongshu, Oreo has sparked a national movement, with parents, educators, and wellness experts pledging to ‘Stay Playful’. Looking ahead, ‘Art of Play’ marks the beginning of a multifaceted platform celebrating China’s rich history while promoting a more balanced and joyful way of life.

Join Oreo on this journey to rediscover the essence of playfulness and embrace a brighter, more harmonious future.

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