Oreo vs Jaffa Cakes: Who won the eclipse?

Congratulations to Oreo, which rightly earned a whole lot of attention today with its huge eclipse-themed campaign. And congratulations to Jaffa Cakes too, who did literally nothing but found itself the beneficiary of an outpouring of nostalgia. We guess that's how the cookie crumbles.

Oreo vs Jaffa Cakes: Who won the eclipse?
The Oreo cover wrap, eclipsing The Sun's front page

Most read: A total eclipse of the front page

While most of us have been grumbling that the eclipse was eclipsed by clouds, the folks at Mondelez International must be beaming.

Their tactical campaign for Oreo saw their cookie "eclipse" the front page of The Sun newspaper with a black translucent cover wrap. An accompanying digital outdoor campaign in London and Edinburgh saw the moon being played by an Oreo.

The campaign was devised by PHD and Talon Outdoor (who worked with the digital outdoor production agency Grand Visual and the media owners Storm, Outdoor Plus and Forrest Media), with creative by FCB Inferno and Drum.

Talking point: The brands that Oreo eclipsed

The sandwich cookie was not the only brand that engaged with this rare event – it just went bigger than everyone else. But any business that has a circular product or logo was quids in. Here are some of our favourite efforts. Tell us who did it best with our snap poll below.

Chupa Chups, Persil and BBC Radio 4 shared Oreo's take of using their product or logo to obscure the moon, but we like this twist by Playstation UK.


But why settle for a static image? Pepsi Max and Just Eats Vined their efforts.


Eastenders stood out for this puntastic effort.


Innocent gets hipster points for looking at marketing efforts askance, while still participating.


While Jaffa Cakes sat back and let the people do their work for them.


Gat Happy Google Maps

On social: Happy happy joy joy

It's the United Nation's International Day of Happiness today. Sure, #InternationalDayOfHappiness is trending as we write this, but for once Twitter's been trumped.

TheNextWeb alerted us to some delightful Pharrel Williams Easter eggs in Google Maps and Google Hangouts. If the screengrab above is accurate, there's a 60-foot tall Pharrel outside the BR office, and we bet he's friendly.

The Easter eggs are a neat nod to a bigger collaboration between the UN, Pharrel and Google, The Happy Party, collage of user-generated GIFs. Take a look, we guarantee you'll smile.

The Internet - get over it already

Opinion of the week: Digital Marketers need to get over their love affair with the internet

Google thinks the internet is going to disappear. Eric Schmidt told delegates at Davos in January, so it must be true. ‘But my whole life is in the cloud!’ I hear you cry.

Panic not. He didn’t mean the internet would no longer exist, rather that it would be everywhere and therefore cease to be a ‘thing’. It will become part of every thing.

Taking on this topic in his latest post for The Wall blog, Dr Paul Marsden, consumer psychologist at Syzygy Group, explains why marketers and marketing need to drop the ‘digital’ prefix.

"If the internet is set to disappear as a ‘thing’, then the days of the digital marketer are numbered," he says.

"Whatever you do in marketing today, you use digital technology. This makes calling yourself a digital marketer as anachronistic as calling your camera a digital camera."

Read his viewpoint in full here.

Joppe Muller from Amsterdam, Valentin Cheri from Zurich, Mads Daugaard Mortensen from Copenhagen, William Sporre and Rickard Liljeros from Stockholm, and Frédéric Savioz from Geneva Read more at http://www.brandrepublic.com/article/1338910/taking-creative-internship-whole-new-level#0DcoRlm8AbGUYxPc.99

BR recommends: Being a kid again

We operate in the creative world, right? So isn’t it about time someone reinvented the solitary slog that is the internship?

When six young creatives from different parts of the world met on Hyper Island’s Interactive Art Director program in Stockholm, they did just that.

They planned a three-month internship, which will see them visit London, Hong Kong and Los Angeles carrying out projects with agencies, clients and start-ups – as a collective.

Their aim? To question everything and explore the world of work through the eyes of a child before launching their own creative agency.

Read their story in our latest careers feature.


Compiled by Rachel Bull and Jonathan Shannon

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