Kintsugi (金継ぎ) is an ancient Japanese technique for repairing broken pottery. The term combines "kin" (金), meaning "gold," and "tsugi" (継ぎ), meaning "to join." This method involves decorating the cracks of broken vessels with gold, emphasizing rather than hiding the breakage. Through this, kintsugi (golden joinery) seeks to highlight the beauty and completeness found in imperfection.
A collection highlights entry by the Smithsonian reads, "Unlike many restoration techniques that work to hide previous damage, this technique not only accepts but highlights the life of the object. The repairs were done using lacquer, a natural resin made from tree sap. Related to poison ivy, the sap is toxic when in liquid form, but once cured it is harmless. Often referred to as a natural plastic, lacquer results in a relatively water-resistant and durable repair, but requires a time-consuming, multi-step process.Lacquer has been used to repair ceramics in Asia since prehistoric times but only started being decorated with gold several centuries ago in Japan. The exact origins of kintsugi are unknown, but it appears to have become more widespread in Japan when associated with the practice of tea in the late 16th century."Oreo cookies are fragile and tend to break easily, often leaving consumers disappointed when they find cracked cookies upon opening a new pack. To turn broken cookies into a source of joy, Oreo launched a campaign inspired by the Japanese art of kintsugi.
Oreo created a set that includes both cookies and an edible adhesive. The adhesive, made from vanilla cream icing, serves as an edible bond to repair the cracked Oreos. Once the cream hardens, the cracked Oreo is transformed into a single, complete cookie (My Modern Met)
This campaign was developed in collaboration with Leo Burnett Mexico and Brazil. The "Kintsugi Oreo Set" was sold as a limited edition in Mexico last June and quickly sold out. It also went viral on TikTok, generating significant buzz. Vinicius Stanzione from Leo Burnett stated, “Inspired by the centuries-old Japanese art of mending broken pottery with gold, we present the ‘Kintsugi Oreo’. Now, if your Oreo breaks, it’s easy and fun to fix it: just use our famous vanilla cream to join the pieces and make the world’s most beloved cookie even more delicious.”
The Kintsugi Oreo campaign not only highlights the beauty of imperfection but also creatively combines culinary delight with cultural appreciation. This innovative approach by Oreo and Leo Burnett demonstrates how brands can create meaningful connections with consumers through thoughtful and inspired campaigns.
"Kintsugi Oreo" was submitted to the 2024 Cannes Lions and was selected as one of the top 10 contenders most likely to win. The "Kintsugi Oreo" campaign did not win any awards at the 2024 Cannes Lions. However, the campaign was highly appreciated and garnered significant attention for its creative and cultural approach. The campaign drew inspiration from the Japanese art of Kintsugi, using Oreo cream to mend broken cookies, highlighting the beauty of imperfections.
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