We all know the surprising images Oreo has been bringing to the public attention in the last couple of years. A shift in the way they are creating contents, concepts and distribution of ideas is making a change for this product, that now has a huge growth and expansion in the minds and daily life of people. And that seems to be the key for products and services in the near future. Being able to enter people’s lives in a more one-to-one way. Do not sell me the cookie, do not tell me what to do with it; just give people ideas and freedom and they will show you a thousand wonders. This is the collective creativity is working now. Opening the doors to fun ways to play and innovate, bring our daily vane products to a whole different level and also directly into our hearts. So how about playing together more games and letting collective creativity show new faces for more products? Which will be the next brand and the next level?