Oreo has teamed up with three Middle Eastern rising stars for its new ‘Wonderfilled’ campaign.
The brand collaborated with rapper Flip, solo artist Daffy, and multinational choir Nassim Al Saba, who sang three different versions of an Arabic jingle across four music videos.
Crowdsourced from the brand’s Facebook page, the nursery-rhyme inspired lyrics imagine a series of magical situations involving giving an Oreo to either a dragon, vampire or alien.
The music videos were produced by Daneesh Surkari and Adeniyi Adetokunboh under their content agency The Chamber. They have since been released on Oreo’s social media platforms and were directed by Lafi Abood from Analog Production.
“Basically, the concept behind all the three videos is that it’s kind of magical,” says Surkari. “We wanted to go inside your inner child and bring it out and see the world through a child’s innocent eyes.
“I thought it would be cool to contrast what they are singing, which are almost like nursery rhymes that kids would say, and then for the singers to be legitimately serious about it. And that was the direction that I took when I was producing it.
‘We asked on Facebook what would you do if you gave an Oreo to a dragon, to a vampire, to an alien…and through people’s posts and suggestions, they put these lyrics together to make the song. So the entire thing was kind of crowd-sourced through Facebook and engagement from the fans.”
“I chose a rapper and singer because I thought the contrast between rhythm of the rapper and the textures of the melodies have always been well documented through history to be a great combination,” continued Sukari.
“The choir were brought together by an American gentleman called Chris Cameron, who does not speak any Arabic. He took them on; they were all students at university, some of them are working and do the choir as an extracurricular activity. There are some from Saudi, some from Egypt, the UAE – all over the Arab world. When I found out about them, I was like ‘this is exactly what this campaign needs in terms of diversity.'”
He added: “I wanted to do something that raised the bar, has an impact. We could have done songs quite easily with a pretty good singer with a great voice and everything, but it wouldn’t have had that ‘piece de resistance’. I thought if you had this rapper, this singer and a choir backing them it would be amazing.”
