Oreo eclipses The Sun in celestial stunt

Mondelez International has created a tactical campaign for Oreo, which will see the brand "eclipse" The Sun newspaper and digital outdoor screens across the country.

Oreo: runs eclipse campaign
Oreo: runs eclipse campaign

The campaign, which was devised by PHD and Talon Outdoor with creative by FCB Inferno and Drum, is part of the global "play with Oreo" campaign.

"#OreoEclipse" includes a black translucent cover wrap on The Sun, a first for the News UK newspaper and what PHD claims is the biggest ever translucent cover print run.

The digital outdoor campaign in London and Edinburgh will use information from Royal Astronomical Society and TimeAndDate.com to replicate the movement of the moon in the sky in Oreos.

Talon worked with the digital outdoor production agency Grand Visual and the media owners Storm, Outdoor Plus and Forrest Media on the outdoor campaign.

The campaign will be supported on social media with the #OreoEclipse.

Matt Sanders, a managing partner at PHD, said "The creativity, determination and flexibility shown by News UK, Talon and Grand Visual to make #OreoEclipse happen is another brilliant demonstration of how media partners can successfully collaborate on ambitious, large-scale media ideas."