OREO made a huge statement in the London skyline – with the construction of a giant square cookie.
The final corner of the colossal cookie creation was carefully lifted into place by a 20,000lb telehandler.
Simon Jacobs/PinPepOreo fans queued to get their hands on the square cookies[/caption]
It completed a huge four-metre by four-metre square biscuit, with the final piece being carefully placed into position to finish off the statue.
The giant cookie was put in place in London’s Observation Point on the River Thames to celebrate the brand’s partnership with the upcoming A Minecraft Movie.
But while the huge black and white replica paid homage to the square world and the anticipated film, it was also the only place to get hold of ultra-rare square Oreos.
Cookie fans queued around the ‘block’ to get their hands on the limited-edition snack, which has broken from its famous round shape for the first time and now features four corners.
Becky Latcham from Oreo UK said: “This is our most playful partnership to date, so we knew we had to go big and cement it in history… and the London skyline.
“We’re beyond excited for snacking fans to enjoy our square cookie prototype, and special edition embossed A Minecraft Movie cookies.”
There was more to the giant construction than met the (square) eye, as scanning the installation allowed visitors to explore the biscuity partnership further and enter a world of play.
Attendees unlocked access to a themed AR online experience, where players hunted for hidden elements from the film to unlock prizes, from movie merchandise to a VIP trip to LA.
But anyone who missed out on their chance to make their pilgrimage to the giant square snack can get a taste of the partnership with special edition Oreo x A Minecraft Movie cookies in stores.
While they may be the more familiar, round shape, they are embossed with symbols inspired by the world of Minecraft, including the iconic Pickaxe, Crystal, Sword and Creeper.
And when they are bitten into a square, they can be scanned to access a themed AR online experience.
Julie Moore, from Warner Bros. Pictures, added: “A Minecraft Movie is all about empowerment through creativity, and no cookie has inspired more creative ways to consume it than Oreo.
“The fact that the classic circle-shape is embracing the renowned Minecraft block makes our partnership one for the ages.”
Simon Jacobs/PinPepThe company is teaming up with the new Minecraft movie[/caption]
Simon Jacobs/PinPepAn installation allowed visitors to explore the biscuity partnership further and enter a world of play.[/caption] Published: [#item_custom_pubDate]
