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OREO Thins
Role
Advertising Intern
Date
January 2026
Campaign Highlights
During my internship at VML's New York City office, my team and I were tasked with developing a fully integrated campaign for OREO Thins. In just two-weeks, we built a 6-month campaign with a $2 million budget that would generate a total of 146 million impressions across all channels. I served as the group's main art director, served as one of the team's copywriters (I actually came up with our campaign's tagline: "Your Perfect Pause"), and contributed to the primary and secondary research.
Ask:
Turn OREO Thins into a premium indulgent that consumers would pick over chocolate or ice cream.
Insight:
For millennial women, premium treats are not just for the night; they often feel a slump by mid-afternoon and are willing to turn to a sweeter, but still light, snack that will help fuel them for the rest of the day.
Idea:
Turn OREO Thins into "Your Perfect Pause" for these women. OREO Thins offer a much-needed self-care break in your day that gives you the necessary energy and motivation to finish the day strong.
Logo Redesign
With the new Victrola logo, I paid homage to the 1920s-roots of the brand and created a typeface of dancing letters. I used Adobe Illustrator to create the logo and InDesign for both the brand intro and standards.
Print Ads
For my print ads, I wanted to further tap into the joyful and community-oriented nature of music. I organized a photoshoot for the ad with a couple of my friends as models. I used Adobe Illustrator to design the print ads.
Hulu Pause Ads
For the new Victrola website, I was instructed to focus on creating an interactive website that went beyond normal website structures. I wanted to emulate the vibe of an actual record store. Hovering above each box will cause the record at the front of the box to slightly rise up and cause a featured song from the album to begin playing. Users can see which song is playing in the navigation bar of the website. Users simply click on the record to see the next one.
There are pieces of music memorabilia on the page referencing different artists, genres, and events in music. Pressing on one will take a user to a subpage focused on that artist or genre. Users are able to drag records they want into the shopping cart on the far right. Click the link here to see the full redesigned website!
Spotify "Your Perfect Pause" Playlist
To fully connect the campaign, I added a record stand similar to the store on the website. Only the performing artist's records will be sold at the stand.
For my final assignment of the semester, I had to create a guerrilla marketing extension. I made a giant record player stage that slowly rotates to allow for 360-degree views.
I also added a drink stand to allude to the print ads. At the drink stand, the drinks are named after Lorde songs to match the individual performance.
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