Oreo — Formula 1 Jeddah

Race weekend concentrates an enormous crowd into a few hours across a few evenings. The window is short, the footfall is unpredictable, and the environment is loud and visually saturated. Oreo needed reach without a queue forming that people would walk away from.

We designed the activation around flow rather than dwell. Team members worked the moving crowd directly with product in hand, and the stand itself was lit to hold attention in a night-time festival environment. Branded props gave people a reason to photograph the moment, which carried the campaign past the people physically present.

Beyond the circuit, the same campaign ran as in-store sampling at point of sale — the same product, the same look, a different moment in the shopper journey. Running both meant the brand was present when people were excited and again when they were actually buying.