Oreo Art of Play: Reviving China’s Playful Heritage
In a nation renowned for its intense work ethic and academic pressure, Oreo is championing a return to China’s 5,000-year-old culture of play with its innovative platform, “Art of Play.” This campaign, developed in collaboration with Leo Burnett Shanghai, seeks to reintroduce playfulness into the daily lives of Chinese children and adults, reminding them of their rich, playful heritage.
Historically, play has been a fundamental part of Chinese culture, evident from the invention of many of the world’s most popular games. Yet, in modern China, playtime is significantly diminished. Chinese children average just one hour of play per day, the lowest globally. This reduction in playtime is replaced by stress, study, and competition, extending into adult life where working from 9 AM to 9 PM, six days a week, is commonplace. The question arises: where did Chinese playfulness go?
To rekindle this lost playfulness, Oreo launched “Art of Play” by transforming the busiest subway station in Shanghai. They recreated a famous 1,000-year-old artwork, replacing ancient toys with modern symbols of academic pressure. This provocative installation sparked a nationwide conversation about the erosion of playfulness and the necessity of a balanced life.
In a creative move to revive traditional play, renowned toy designer Lao Wang reimagined three iconic Chinese toys: the Luban Lock (2,500 years old), the Kong Zhu (1,800-1,900 years old), and the Tangram (1,000 years old). These toys, redesigned in Oreo’s signature black and white, were chosen for their potential to unlock children’s creativity and limitless possibilities. This initiative serves as a reminder that creativity is as crucial as academic discipline.
Grace Zhu, Vice-President of Marketing and Growth at Mondelez China, explains, “China introduced board games, soccer, and playing cards to the world, but we have forgotten how to play. Oreo’s vision is encapsulated in our tagline, ‘Stay Playful.’ As the world’s most playful cookie, our mission is to infuse playfulness into daily life. Through toys, we are reconnecting China with its playful past and encouraging a more balanced world for children.”
Natalie Lam, Chief Creative Officer at Publicis Groupe APAC, adds, “Modern China is often seen as hyper-competitive and technologically advanced, overshadowing its lighter, optimistic side that has existed for over 5,000 years. Classic Chinese art depicts lives filled with leisure—playing music, appreciating the moon, enjoying nature, fishing, or playing games. We aim to reintroduce this balance into today’s stressful lifestyle.”
The redesigned toys are available as limited-edition kits on Tmall, packaged with Oreo cookies. Additionally, Oreo is donating these toys to schools nationwide, aiding teachers in incorporating playfulness into their routines. A national influencer campaign reached 40 million fans across platforms like Weibo, Douyin, and Xiaohongshu, igniting a debate about China’s lost playfulness and reassessing long study and work hours. The campaign has garnered widespread support from parents, educators, and wellness experts, all advocating for the “Stay Playful” movement.
The “Art of Play” launch is just the beginning of a long-term initiative that aligns Oreo’s playful spirit with China’s rich cultural history. This initiative will expand beyond toy design to include music, literature, art, and sports in the coming months, fostering a balanced and playful lifestyle for all.
This professional campaign, titled “Art of Play,” was published in China in May 2024. It was created for Oreo by Leo Burnett and spans Design, Experiential, and OOH Outdoor media, related to the Confectionery, Snacks, and Food industries, containing six media assets.
