Oreo's whole DNA is playful. We just took it literally.

I pitched Oreo Vinyl to FCB's global initiative fund and won the budget to produce it. An edible record that actually plays music — the Oreo anthem, pressed into the cookie. Working with Dimension Plus in Hong Kong, we built the prototype from scratch.

I sold the idea to the client. After the prototype launched, it went into mass production — selling out on Tmall and generating nationwide buzz. The US market followed with their own version.

The idea became a product. That doesn't happen often.