VML Wins Titanium Lion for OREO Cows

VML has won a Titanium Lion for 'OREO Cows', which saw the agency and OREO transform an unlikely biological coincidence into a cultural phenomenon, turning the Belted Galloway cow - a near-perfect mirror of an OREO cookie - into an iconic symbol of Mexico's beloved dunking ritual.

The win marks a significant moment for the network, achieving the fourth Titanium award in VML’s history.

'OREO Cows' elevated Mexico's cherished dunking tradition, known as "chopeo," into a fully-fledged cultural moment, featuring a humorous film, limited-edition milk bottles, influencer activations, and a co-branded product with a beloved Mexican milk brand. By transforming a simple ritual into an iconic brand symbol, VML deepened brand love, drove sales, and gave the nation's most delicious dunking habit a story worth retelling.

Titanium is the category that shines the light on where creativity can take an industry, a sector and iconic brands like OREO. But where the category is usually about creating, inventing, transforming, hacking, responding - OREO Cows is a celebration of the power of discovery. The discovery that nature had already written our brief for us. The Belted Galloway cow had been quietly grazing for centuries, encapsulating thousands of taglines in one single, unmistakable visual. The idea was hiding in plain sight; the craft was in knowing what to do with it. We are incredibly happy and proud to see this work, that took two years in the making, take a rightful place on the Titanium stage. Huge congrats to our clients, partners and teams.

Manuel Borde

Global Chief Creative Officer, Commerce at VML

The Titanium Lion is the most coveted award in our industry - it doesn't just recognise great work, it recognises work that reshapes the creative landscape. And that is exactly what 'OREO Cows' has done. By blurring the lines between product, partnership and brand storytelling, it turned a core product truth into a scalable growth platform. It also created an undeniable new icon for the brand. The Belted Galloway cow is living, breathing, moo-ing proof that OREOs and milk belong together. This is what game-changing creativity looks like: unexpected, brave and deeply human. I couldn't be prouder of the team for reminding the world that the most groundbreaking ideas are often hiding in the most unlikely places.

Debbi Vandeven

Global Chief Creative Officer at VML

'OREO Cows' didn't just capture hearts - it captured market share. The campaign delivered a +12% sales increase year-over-year, proving that bold creativity drives serious business results.

The story spread far and wide, generating 960.7 million impressions and 31.2 million video views across platforms, while sparking 9.1 million interactions — more than double the campaign's original target. The cultural conversation ignited by the cows transcended social media, earning +$17.1 million USD in media coverage across top-tier outlets including People Magazine. Most tellingly, 100% positive sentiment confirmed that 'OREO Cows' didn't just change the conversation — it changed how Mexico feels about the world's favourite cookie and its most beloved dunking ritual.

VML on stage at the 2026 Cannes Festival winning Titanium for OREO Cows

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