Oreo: A Decision was made here - Bread

Based on a common behavior we observed in supermarkets, specifically around Oreo shelves, we created a campaign that highlights real decisions people make when giving in to a craving. The goal was to make visible something that already happens naturally: someone choosing Oreo and leaving another product out of place.

One of the biggest creative challenges was making sure the pieces felt completely authentic. That’s the core of the idea: nothing staged, nothing retouched, nothing forced. We aimed for effectiveness by encouraging people to keep doing what they were already doing, only now, we’re making those spontaneous decisions visible through simple, real images. A small but very human gesture captured and summed up in a single line: A decision was made here.