CHALLANGE

Fasting is one of the most sincere ways of worshipping Allah; the Muslim God and to practice ‘self-restraint’ as the high standard of purity when the new moon appears. As stated in the Holy Qur’an. “Only those who are patient shall receive their reward in full without reckoning.” [39:10] Traditionally, the Prophet breakfast with a sweet date, and for centuries Muslims religiously follow. How can Kraft make themselves relevant?

SOLUTION

People from different cultures around the world know Oreo's signature ritual to enjoy, that is–– twist, lick and dunk (eat). When an Oreo "twist" opens, its white cream looks precisely like the crescent of the "new" moon that the brand wishes all Muslim "Happy breakfast" with Oreo.

AWARDS

Best Print in JWT Creative Benchmark 2002

Headline: Selamat Berbuka Puasa means happy break fast.