The Oreo "Wonderfilled" campaign was a highly successful brand campaign launched by Oreo, the iconic cookie brand, in 2013. This campaign was designed to reinvigorate and modernize the brand's image while tapping into the emotions and nostalgia associated with Oreo cookies.

Here's an explanation of the key elements and concepts behind the Oreo "Wonderfilled" campaign:

1. Concept of Wonderfilled: The central theme of the campaign was the idea of "Wonderfilled." Oreo aimed to convey the message that its cookies were not just delicious snacks but also a source of wonder and creativity. The campaign encouraged people to see the world through the lens of wonder and imagination.

2. Emotional Connection: Oreo sought to create an emotional connection with its audience. The campaign used storytelling and creativity to evoke feelings of joy, nostalgia, and a sense of childlike wonder, making consumers feel more attached to the brand.

3. Multimedia Approach: The campaign was executed through various media channels, including television commercials, digital platforms, social media, and print advertisements. It leveraged the power of video, animation, and music to engage the audience and convey its message.

4. Partnerships and Collaborations: Oreo collaborated with artists, musicians, and creative influencers to develop content that reinforced the "Wonderfilled" message. This included animated commercials featuring whimsical characters and catchy songs.

5. Social Media Engagement: Oreo encouraged consumers to participate in the campaign by creating and sharing their own "Wonderfilled" moments on social media. This user-generated content helped spread the brand's message and engage with its audience.

6. Product Integration: While the campaign focused on the emotional aspect of the brand, it also showcased Oreo cookies as a delicious treat that could be enjoyed in various ways, such as dunking them in milk.

7. Global Appeal: The "Wonderfilled" campaign had a global appeal, reaching audiences in various countries. It was translated into multiple languages, making it accessible to a wide range of consumers around the world.

8. Results: The campaign was well-received and garnered positive attention from both consumers and the advertising industry. It helped increase brand awareness, engagement, and sales for Oreo.

Overall, the Oreo "Wonderfilled" campaign was a successful example of a brand campaign that tapped into the emotions and imagination of its audience, creating a memorable and emotional connection between consumers and the Oreo brand. It not only celebrated the product but also encouraged people to embrace a sense of wonder in their everyday lives, making it a standout campaign in the world of advertising.