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