We need to talk

Campaign

2024

Art Director & Designer

Master degree

“Tenemos que hablar” is a speculative campaign created for OREO, reframing the anxiety behind a familiar phrase into an opportunity for connection. Designed for a generation of hyperconnected yet emotionally distant millennials, the campaign positions OREO as a playful and comforting bridge to more meaningful conversations.

The concept combines humor, digital culture and emotional insight across outdoor teasers, social media activations, influencer collaborations, conversation-driven packaging and short-form video. The campaign unfolds in two phases: first building tension and curiosity, then turning that anticipation into an invitation to talk and share more.

Phase 1 “We Need to Talk”

The first phase builds anticipation around a universally recognizable phrase: “We need to talk…”. For one week, the message appears across billboards, bus shelters and social media, deliberately leaving its meaning open to interpretation.

The mystery is amplified through Instagram and TikTok content, CRM text messages, influencer activations and interactive content, inviting audiences to speculate about what OREO wants to say. The goal is to spark curiosity, conversation and anticipation before revealing the message behind the campaign.

Phase 1 “We Need to Talk”

The first phase builds anticipation around a universally recognizable phrase: “We need to talk…”. For one week, the message appears across billboards, bus shelters and social media, deliberately leaving its meaning open to interpretation.

The mystery is amplified through Instagram and TikTok content, CRM text messages, influencer activations and interactive content, inviting audiences to speculate about what OREO wants to say. The goal is to spark curiosity, conversation and anticipation before revealing the message behind the campaign.

Phase 1 “We Need to Talk”

The first phase builds anticipation around a universally recognizable phrase: “We need to talk…”. For one week, the message appears across billboards, bus shelters and social media, deliberately leaving its meaning open to interpretation.

The mystery is amplified through Instagram and TikTok content, CRM text messages, influencer activations and interactive content, inviting audiences to speculate about what OREO wants to say. The goal is to spark curiosity, conversation and anticipation before revealing the message behind the campaign.

Phase 2 “Let’s Talk”

Once the anticipation has been built, the second phase reveals what OREO actually wanted to say: it’s time to talk more and share more.

The campaign moves from mystery to conversation through outdoor advertising, social media, influencer collaborations and a new packaging concept built around “We need to talk. More.” Consumers are invited to become part of the conversation through polls, challenges, UGC and content sharing their own moments, recipes and experiences with OREO.

The result is a campaign that turns OREO into a playful social ritual—using something as simple as a cookie to make difficult conversations feel a little easier.

Phase 2 “Let’s Talk”

Once the anticipation has been built, the second phase reveals what OREO actually wanted to say: it’s time to talk more and share more.

The campaign moves from mystery to conversation through outdoor advertising, social media, influencer collaborations and a new packaging concept built around “We need to talk. More.” Consumers are invited to become part of the conversation through polls, challenges, UGC and content sharing their own moments, recipes and experiences with OREO.

The result is a campaign that turns OREO into a playful social ritual—using something as simple as a cookie to make difficult conversations feel a little easier.

Phase 2 “Let’s Talk”

Once the anticipation has been built, the second phase reveals what OREO actually wanted to say: it’s time to talk more and share more.

The campaign moves from mystery to conversation through outdoor advertising, social media, influencer collaborations and a new packaging concept built around “We need to talk. More.” Consumers are invited to become part of the conversation through polls, challenges, UGC and content sharing their own moments, recipes and experiences with OREO.

The result is a campaign that turns OREO into a playful social ritual—using something as simple as a cookie to make difficult conversations feel a little easier.

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