Ms. Applebaum and Ms. Sheehan, former creative directors at DraftFCB, New York, were the duo behind Oreo's Daily Twist campaign, a social program created to celebrate the brand's 100th anniversary in 100 days.
With Ms. Applebaum in charge of copy and Ms. Sheehan art directing, they led a team that worked in real time to source topical news stories inspiring a new creation each day. Early on the series attracted media attention with a Gay Pride-themed rainbow cookie that was featured on programs such as "The Colbert Report." The duo followed with several other quirky, brilliant executions, ranging from the Mars Rover Landing to the final celebratory high five.
Both have fierce definitions of creativity: Ms. Applebaum, who joined JWT New York as creative director in January, believes it is "about how resiliently you can dust yourself off and get back in the game after a round of soul-sucking criticism," while Ms. Sheehan, who is now freelance, said: "I'd rather be a conduit for real change in the world, i.e., gun laws vs. helping increase the stock prices of someone else's dream."