Jorge Calleja

This is an Oreo campaign by Jorge Calleja. I thought this was a clever and creative concept with a very well executed composition. The whole theme of the poster is very trendy and fun that aims towards a younger audience. There is a lot of playfulness incorporated into the texture of the milk and type. The milk forms abstract bodies to the oreo heads, which provides a lot of rhythm and movement to the characters. The hand generated type is made from the same texture to give unity and to complement the image. Additionally, the light blue background helps add to the friendly imagery because it is a very cool and soft color. It is also a nice contrast to bring out the milk men figures. Whereas, the bright orange basketball makes a good spot color that quickly draws the viewers' eye. It brings attention right to the middle of the design and guides you towards the milk men playing basketball to quickly understand the concept. Lastly, the play on words with the imagery and the brand identity completes the whole composition. The brand is well known for dunking the cookies in milk, and placing the cookies in this creative context helps the viewers to better relate with the product. 

Pedersen, B. Martin. "Jorge Calleja - The Martin Agency." Graphic Design Annual 2016: 217. Editorial.