Challenge: With only 4 weeks until NYC Pridefest, we were challenged to drive awareness and trial for limited-edition OREO “pronoun packs” and encourage everyone to share their pronouns with #pride.

Insight: OREO is for everyone, no matter what gender they identify with.

Solution: Securing permits in record time, we loaded 37,000 full-size OREO pronoun packages into 26’ trucks and headed off to downtown NYC to construct a customized OREO booth. Parade-goers were invited to select the pack they identified with, along with stickers and pins to help them celebrate their pronoun. And while each pronoun pack appeared different on the outside, inside all the OREO cookies were the same… just like each of us.