OREO changed its recipe, making it tastier than ever. Convincing people to try the new flavour was a challenge. We teamed up with one of the biggest cinema hits of the year, A MINECRAFT MOVIE, to create an unmissable tasting experience. In MINECRAFT, nothing is round, so fans had to bite the new OREO into a square, taste the new recipe, and scan it to enter an AR game. After anticipated popular demand, we designed and launched a Limited Edition Square Cookie.