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Oreo: Stay Playful by Elvis

Agency: Elvis
Client: Oreo
Date: Aug 2019
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Oreo has teamed up with man-of-the-moment Lewis Capaldi for a quirky new content push which sees him twisting, licking and dunking a pack of Oreo cookies, and auctioning it on eBay, to raise money for charity. The initiative was developed in partnership with creative agency Elvis.

As part of Oreo’s recently-launched ‘Stay Playful’ campaign, which dramatises the time-honoured way to enjoy an Oreo, Elvis has partnered with the brand to create digital and social content in which Capaldi twists, licks and dunks a pack of the cookies, to be put into a signed frame alongside a limited-edition pack featuring his face. The frame will be auctioned on eBay with all profits going to Nordoff Robbins, the UK’s largest music therapy charity.

With a nod to other unusual celebrity items being auctioned off, from Scarlett Johansson’s used tissue to William Shatner’s kidney stone, Oreo has chosen 2019 breakout star Capaldi to front the campaign and make the Twist Lick Dunk ritual famous in the UK.

The push aims to drive awareness and purchase of Oreo amongst a core audience of 18-45-year-olds. It will run on Twitter and across Capaldi’s own social channels.


Creative agency: Elvis

Media agency: Carat UK

PR agency: Golin

Agent for Lewis Capaldi: Paradigm

Production company: Craft Films


Marcus Aitman, Senior Creative

Keelie Lynch, Senior Account Director

Sasha Bachir, Account Manager

Louis Mason, Creative Producer

Bene Tanser, Motion Graphics


Joanna Dias, Senior Brand Manager, Mondelez

Pippa Rodgers, Junior Brand Manager, Mondelez


Christopher Springall, Client Account Director

Anisha Doshi, Communications Planning Manager


Karen Shaw, Director

Dagmara Bandura, Manager

Chanel de Yong, Manager Connector:


Chris Davies, Producer

Adam Wimpenny, Director

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