Oreo's Final Daily Twist Created Live in Times Square

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Oreo's "Daily Twist" campaign with DraftFCB reached its final execution today -- and it's a celebratory high-five. (And not the steamed-up window from Titanic).

While former Daily Twists, from the colorful "Pride cookie," to the red-creme deliciousness commemorating the Mars Rover landing were created solely by DraftFCB's creative team, this one had a slightly different process. Oreo fans were asked to submit suggestions on what the final twist should be via Twitter and Facebook, with suggestions going up live on a billboard in New York's Times Square [shown left].

The brand set up a "virtual office," a pop-up agency of sorts [shown bottom left], in Times Square, where it created the ad in hours, based on the suggestions. Fans could watch the process unfold and follow its progress on social media.

This is the end of the company's 100-day campaign, created out of an integrated agency team of DraftFCB, 360i, Weber Shandwick and MediaVest, to celebrate the cookie's centennial.

Read more about the campaign on Creativity -Online.com, and follow @creativitymag on Twitter for more great work.

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