OREO-Maker Mondelēz Launches "The Art of (Re)Play" Campaign to Encourage a Pause in China's Urban Life
SHANGHAI, April 2, 2024 /PRNewswire/ -- OREO, a popular cookie brand belonging to Mondelēz International (NASDAQ: MDLZ), recently launched a campaign named "The Art of (Re)Play", starting from March 20th. Drawing inspiration from Chinese traditional culture, they have unveiled their art piece, the Modern Baizitu, initially showcased in subway stations in Shanghai and now on their WeChat mini program. The brand also collaborated with Malaysian artist LAOWANG1102 and redesigned three traditional Chinese toys—Luban Lock, Diabolo (Chinese YoYo), and Tangram—reimagined with a modern twist. Moreover, they actively engage with local communities and schools during the campaign. These initiatives aim to spark contemplation among the public about their own well-being in the face of a fast-paced lifestyle.
- These initiatives aim to spark contemplation among the public about their own well-being in the face of a fast-paced lifestyle.
- In this instance, OREO's creation, the Modern Baizitu, draws inspiration from the past to reflect the present-day lives of children.
- "The Art of (Re)Play" campaign is the latest initiative by Mondelēz China as part of its commitment to wellbeing.
- As a testament to their commitment, Mondelēz China was selected as the NIQ BASES Breakthrough Innovation Wavemakers in China 2023.