To celebrate Oreo's 100th birthday last year, Jill Applebaum and Megan Sheehan, then creative directors at ad agency DraftFCB, released a witty, photoshopped image of the classic sandwich cookie on Facebook every day for 100 days. "Every day was a scramble," says Sheehan of the creative process behind the Daily Twist. The duo not only had to find a trend worth seizing upon, but they also had to find "ideas that would translate visually, as a cookie." The payoff: transforming Oreo into a clever real-time brand with personality, commenting on such cultural events as the Mars Rover landing and gay pride. Though the formal partnership has ended--Applebaum has moved on to JWT, while Sheehan is freelance--the impact on the billion-dollar brand has not: During the Super Bowl blackout, Oreo tweeted an on-the-fly ad with the line "You can still dunk in the dark." Slam dunk.
[Illustration by Ray Smith]