Oreo
The OREO machine creatively separates the crème filling from an OREO cookie.
Wieden Kennedy commissioned Bill Fienup and Barry Kudrowitz to design and build a machine that separated the crème filling from the cookie as part of Nabisco’s OREO Cookie vs Crème advertising campaign. Wieden Kennedy was inspired by the wow factor of the ketchup crapper, and asked the two inventors to focus on the crème. Bill and Barry accepted the challenge and spent the next 7 days following the design process that they practice and preach. They created a pneumatic machine that singulates an OREO from a stack, shears off the cookie layer with a piston, liquefies the crème filling with a heat gun and then atomizes and sprays the crème filling into the subjects mouth with a 100 psi air blast. The machine then ejects the remaining cookie layer into the air. It was well received by Adweek, Gizmodo and the entire internet community.
https://www.youtube.com/watch?v=pPlZvLwqXZg
-Bill Fienup, Barry Kudrowitz