If you ever have wondered where new Oreo flavors come from, you might be surprised to find out there is a Wonka-like laboratory called the Wonder Vault where they are dreamed up and carefully vetted by a team of flavor creators. When it came time to reveal their Filled Cupcake masterpiece, Oreo decided to bring unsuspecting fans a peek into the magical world behind the Wonder Vault door. Weber Shandwick, NYC invited Iontank to help envision and deliver a whimsical portal installation to connect fans with the new flavor in a unique way.
The pop-up materialized on 18th Street between 7th and 8th Avenues in NYC early in the morning hours and quickly gathered a crowd. When the giant Oreo door was opened, it revealed a series of mechanical conveyor belts and giant cupcake installation backed by a 10’ x 10’ projection screen that beckoned visitors to pull a big red lever to activate the Wonder Vault scene. An animated world of chocolate volcanos, milk waterfalls and parachuting cream centers came into focus in the background as real cookies whirred by in the foreground. Eventually, an animated conveyor belt aligned itself perfectly with a real conveyor belt and in the convergence the animation became reality. A tasty boxed Oreo sample traveled over the final conveyor belt and was deposited onto a small slide for each delighted visitor.
The Iontank team conceived, designed and fabricated the entire Wonder Vault contraption, handled the animation, integration and installation, ate some cookies and then made it all disappear again 12 hours after it was unveiled.