Whether you dip your OREO into marmite, spicy mustard or freshly squeezed orange juice - there's no wrong way of eating this playful cookie. That's what we thought when our creative team came up with the idea for #OreoTwists.

But where did the idea come from?

Our Executive Creative Director, Lazaros Nikiforidis, spoke to Creativepool about the initial brainstorming phase, the process behind ideating the concept, the campaign production process, and the challenges the team faced and overcame.