8月，美国部分媒体和天文学家曾表示：“一颗名为“2018 VP1”的小行星可能于11月初撞击地球。”虽然此后美国航空航天局 NASA 澄清解释，该小行星撞击地球的几率极低，不必太过惊慌。但这条新闻仍然在社交媒体平台引起了讨论。一位网友@Olivia Gordan 表示：如果世界末日真的到了，谁来保护奥利奥呢？
10月21日，奥利奥官方推特正式以一封信回应了 Olivia 的担忧，表示我们会想办法拯救奥利奥饼干的！并于第二天发布了预告海报，Oreo Vault（奥利奥保险库）计划正式开始了。
The OREO Doomsday Vault
“奥利奥保险库”的计划灵感来自于挪威政府的 Svalbard Global Seed Vault 项目。2008年，为避免极端气候变化对于物种的毁灭性打击，挪威政府启用了全球最大的安全库来保存来自全世界超过4000种植物种子。奥利奥的团队在种子安全库附近，建立了自己的保险库，将奥利奥饼干的制作配方和一系列经过特殊包装的饼干保存其中。
而装在保险库里的奥利奥长什么样呢？官方推特随后也释出了一组图片。饼干外包装是由一种名为 Mylar 的 PET 聚酯薄膜制成，可以承受零下62度到零上148度的极端环境，有效阻隔一切，保护饼干不受外界污染。而奥利奥的绝配——牛奶，也被制成了奶粉装进试管里，加入雪水就可以享用了！
奥利奥粉丝赶紧记下这座末日保险库的地址：（78°08'58.1"N 16°01'59.7"E），这样哪怕走到世界尽头，也能享用到奥利奥的美味。
项目信息
品牌/广告主
Oreo 奥利奥
营销机构
Creative Agency 创意代理商
the community + OREO / New York + 360i / New York + World War Seven / San Francisco
参与者
奖项荣誉
2021
Cannes Lions
Brand Experience & Activation | Food & Drink
Silver
2021
Cannes Lions
Direct | Food & Drink
Bronze
2021
Cannes Lions
Outdoor | Special Build
Silver
2021
Cannes Lions
Social and Influencer | Real-time Response
Bronze
2021
Cannes Lions
Brand Experience & Activation | Social Engagement & Integration for Live Experience
Bronze
2021
D&AD Awards
Advertising | Experiential | Out-of-Home
Wood Pencil
2021
LIA
Digital | Use of Social Media
Bronze
2021
LIA
Ambient & Activation | Confections/Snacks
Bronze
2021
LIA
Non-Traditional | Confections/Snacks
Gold
2021
LIA
Integration | Confections/Snacks
Silver
2021
LIA
Digital | Confections/Snacks
Bronze
2021
LIA
Design | Direct Marketing - Consumer
Finalist
2021
The One Show
Out of Home | Innovation in Out of Home
Silver Pencil
2021
The One Show
Public Relations | Current Event Response
Merit
2021
The One Show
Social Media | Stunts & Activations
Best of Discipline
2021
The One Show
Social Media | Social Post | Real-time Response
Merit
2021
The One Show
Interactive & Online | Craft | Writing
Merit
2021
The One Show
Integrated | Integrated Branding Campaign
Bronze Pencil
2021
The One Show
Experiential & Immersive | Innovation in Experiential
Merit
2021
The One Show
Experiential & Immersive | Craft | Storytelling
Bronze Pencil
2021
The One Show
Direct Marketing | Experiential | Brand Installations
Merit
2021
The One Show
Digital Craft | Cross-Channel UX / UI | Digital / Physical
Silver Pencil
2021
The One Show
Branded Entertainment | Long Form Video | Single
Merit
2021
The One Show
Branded Entertainment | Experiential | Brand Installations
Silver Pencil
2021
The One Show
Branded Entertainment | Innovation in Lockdown
Merit
2021
The One Show
Direct Marketing | Physical Items
Merit
2021
The One Show
Direct Marketing | Non-traditional & Guerrilla Marketing
Merit
2021
The One Show
Experiential & Immersive | Brand Installations
Merit
2021
The One Show
Experiential & Immersive | Innovation in Lockdown
Merit
2021
The One Show
Interactive & Online | Online-only Video | Series
Bronze Pencil
2021
The One Show
Social Media | Active Engagement / Call to Action
Merit
2021
The One Show
Social Media | Stunts & Activations
Gold Pencil
2021
The One Show
Out of Home | Innovation in Lockdown
Merit
2021
The One Show
Out of Home | Brand Installations
Gold Pencil
2021
ADC Awards
Advertising/Innovation / Branded Content / Entertainment
Merit
2021
ADC Awards
Advertising/Branded Content / Entertainment / Online Video / Long Form
Merit
2021
ADC Awards
Integrated/Integrated / Digital
Bronze Cube
2021
ADC Awards
Advertising/Innovation / Out of Home
Bronze Cube
2021
ADC Awards
Advertising/Promotional Materials / Dimensional
Silver Cube
2021
ADC Awards
Advertising/Innovation / Direct
Bronze Cube
2021
ADC Awards
Brand / Communication Design/Promtotional / Wildcard
Bronze Cube
2021
ADC Awards
Advertising/Direct / Wildcard
Merit
2021
ADC Awards
Advertising/Direct / Digital / Series
Merit
2021
ADC Awards
Packaging Design/Food / Beverage / Food / Single
Merit
2021
AD STARS
Social & Influencer | Sectors | Foods
Bronze
专业评分
专业评分已截止
品牌
行业：Food & Soft Drinks 食品/软饮
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