Creative Excellence 🏆

Award-Winning & Social Campaigns

Pixar

Elio Release Campaign

2025

The Brief
Promote Pixar’s newest original film, Elio, by engaging parents (long-time Pixar fans) and inspiring them to share the experience with their children, the next generation of Pixar audiences.

The Creative Idea
Through social listening, we identified early fan sentiment around Elio and used it to shape a campaign that leaned into Pixar’s cross-generational magic. By celebrating the film’s originality and themes of connection, we built a social-first idea designed to resonate with nostalgic parents, Gen Z audiences, and children across Disney UK’s ecosystem of channels.

Objectives

  • Position Elio as Pixar’s most original release in recent years

  • Harness Pixar’s cross-generational love to connect parents and children

  • Drive cinema ticket sales for Elio

  • Cut through competitor noise and own the cultural conversation around animated films during the summer holidays

  • Create bespoke Elio content for each of Disney UK’s distinct channels and their unique audiences

Strategy & Approach

  • Social Listening: Uncovered fan passion points, from excitement over Pixar’s return to original storytelling, to anticipation for Elio’s visuals and worldbuilding, and turned these into fuel for fan-led content.

  • Nostalgia & Community: Showcased Pixar through a dual lens: tapping into the nostalgia parents feel for the classics, while connecting it with Gen Z and kids through Elio’s themes of belonging and discovery.

  • Social-First Creativity: Delivered scroll-stopping assets tailored to platform behaviours, including sneak peeks (a core driver in film fandom), behind-the-scenes content, and relatable, shareable moments designed to travel organically.

  • Channel-Specific Storytelling: Built a content toolkit tailored to Disney UK’s channels, from Instagram and TikTok to YouTube, ensuring the creative felt native, authentic, and impactful across each audience touchpoint.

The Execution
We launched a suite of social-first assets across Disney UK’s channels, blending cinematic visuals with community-driven storytelling. Teaser content and poster-inspired stills built anticipation, while behind-the-scenes videos and short-form TikTok edits invited fans into the world of Elio. Nostalgia-driven and relatable posts spoke directly to parents, while playful, interactive formats engaged younger audiences, creating a 360° social presence that connected generations.

The Results

  • Pitch Win: 20Ten appointed as the creative agency for Elio

  • 1M+ engagements across Disney UK’s social channels

  • Drove positive conversation and sentiment around Elio beyond Disney-owned platforms

  • Campaign success led to ongoing collaboration with Disney UK, including promotional work on future Pixar titles

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🏆 Pitch and client win: 20Ten were appointed as the leading creative agency for Elio and future Pixar titles

Lidl

The Lidl Bakery Plushie Drop

2024

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The brief: To create a community lead moment in-stores to drive audience engagement around the infamous Lidl bakery.

Objective
Reward Lidl’s loyal bakery fans with an exclusive Middle of Lidl plushie drop that would spark social buzz, fuel share-worthy content, and reinforce Lidl’s cultural cachet beyond the grocery aisles.

The Creative Idea
Riding the viral wave of Jellycat plush toys, Lidl teamed with a plushie manufacturer to launch a charming dupe collection featuring mini croissants, doughnuts, pretzels and more. The campaign played on cuteness and collectability, positioning the plushies as must-have items for Lidl superfans.

Strategic Approach

  1. Trend-led relevance
    Built around the Jellycat trend spreading on TikTok and Instagram 

  2. Scarcity & exclusivity
    Marketed as a drop from the Middle of Lidl, teasing scarcity and collectability.

  3. Community amplification
    Encouraged shoppers to post unboxings, haul videos, and styling shots - with Lidl resharing and engaging in real time.

  4. Reactive engagement
    Maintained momentum by live-commenting, reposting top UGC, and keeping FOMO alive.

Execution: 

  • Giving customers a surprise: The #LidlBakery hashtag amassed over 19 million organic views on TikTok, indicating a high level of user interest in bakery-related content - even before this plushie drop! Therefore we chose not to promote this drop and instead only began to engage once UGC starting coming through.

  • Community Drive: Promoted user-generated content with reshares, comments, and back-and-forth banter, turning fans into brand ambassadors. 

Results:

  • Social scale: Over 100K engagements across TikTok and Meta, with multiple fan posts and videos of the plushies popping up across platforms

  • Media Buzz: The plushie dupe range was covered by mainstream outlets like The Sun, highlighting the budget-friendly Jellycat alternatives (priced around £2.99) and calling them “cute” and “Instagrammable”

  • Growth in organic consumer behaviour: Shopper excitement was grew across the community’s social posts, including comments like “It’s giving fake jelly cats.”, “Omg that’s so cute.”

Lidl

Save Another Way

Christmas 2023

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🏆 TikTok Viral Top 10 (Dec 2023)

🏆 Campaign Ad of the Day (Dec 2023)

Brief
Following the viral success of Ode to Lidl Bakery, Lidl wanted to take Christmas by storm with a festive track that could cut through culturally, drive talkability, and promote the Lidl Plus loyalty app.

Objectives

  • Generate talkability and positive sentiment across social and PR.

  • Drive cut-through and brand love in a crowded Christmas ad season.

  • Showcase Lidl’s value, quality, and Lidl Plus app benefits.

    The Creative Idea
    Lidl reimagined the iconic Stay Another Day by East 17 as a festive, tongue-in-cheek anthem for Christmas – weaving in Lidl Plus and seasonal products to create a branded track that felt both nostalgic and culturally fresh. By reviving a beloved 90s hit with the original band, Lidl tapped into shared memories while making itself the star of the Christmas ad season. The full music video, teased across socials and amplified through PR, media, and Spotify, turned into a cultural moment that drove buzz, brand love, and Lidl Plus app awareness.

Strategy & Approach

  • Nostalgia Play: Chose East 17’s Stay Another Day for its cultural resonance and minimal licensing barriers.

  • Creative Rewrite: Branded adaptation written around Lidl Plus and festive products, recorded by East 17 for a full music video.

  • Tease & Build Anticipation: Platform-specific teasers across TikTok, Instagram, and Facebook ahead of launch.

🏆 PR Week Best Campaign (Dec 2023)

🏆 Shorty’s Bronze Honor (Retail & E-Commerce)

  • Launch & Amplification: High-impact placements across TikTok TopView, YouTube pre-roll, Meta ads, and Spotify seasonal playlists.

  • PR Integration: Radio press tour with Tony Mortimer boosted awareness and credibility.

  • Engagement to Action: Directed audiences to YouTube and Lidl Plus, driving both views and app awareness.

Results

  • 67.9M impressions across TikTok & Meta.

  • 118K engagements across TikTok & Meta.

  • 130K YouTube views within campaign window.

  • Scored 3.3 stars on System1’s Test Your Ad (above digital norms).

  • Earned organic influencer and audience praise: “Lidl understood the assignment” / “THE Christmas ad of 2023”.

Durex

Halloween

2023

Brief:

How can Durex inspire customers to explore new fantasies and desires this Halloween?

The Creative Idea
Leaning into classic Halloween movie tropes, we stripped away the fear and stigma surrounding acts like BDSM and toys, reframing them as thrilling, exciting experiences—just like the rush of watching a brand-new scary movie.

Objectives

  • Put Durex at the heart of cultural conversation around Halloween

  • Encourage customers to explore Durex’s product range, including toys and lubricants

  • Deliver a distinctive, ownable look and feel that resonates across EMEA markets

  • Create a social-first concept and content toolkit designed to drive sales and website footfall

Strategy & Approach

  • Cultural Relevance: Turned Halloween thrills into a metaphor for sexual exploration, placing Durex at the heart of seasonal conversation

  • Nostalgia & Community: Drew on iconic horror tropes and fan-favourite formats (trailers, posters) to shape standout assets

  • Social-First Creativity: Delivered bold, scroll-stopping content with short-form storytelling designed to spark curiosity and conversation

  • EMEA Flexibility: Created a versatile toolkit adaptable across markets while keeping a distinctive Durex identity

The Execution
We developed a campaign toolkit designed to flex across multiple markets while staying distinctly Durex. Content was tailored for social-first consumption, blending playful horror tropes with sleek Durex branding to make exploring fantasies feel exciting rather than intimidating. Hero assets included short-form social films, motion graphics, and stills, all positioned to grab attention on social and spark spooky conversation.

The Results:

  • Generated 20K+ engagements across Durex UK’s social channels, with a further 90K+ engagements across EMEA markets

  • Drove a measurable uplift in awareness of Durex’s wider product range, beyond condoms

  • Successfully positioned Durex at the centre of social conversation around sexual wellbeing and cultural relevance during Halloween

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Durex

Yungblud x My Sex, My Way

2023

The Brief
With STIs on the rise among Gen-Z, Durex needed a way to cut through the noise and champion safe sex in a way that felt real, inclusive, and culturally relevant. We also wanted to use this information as a way to build out a social first Pride campaign based on our audience’s response.

Objectives:

  • Spark talkability and positive sentiment around safe and consensual sex among Gen-Z.

  • Go beyond standard sex education by embracing and representing the LGBTQIA+ community.

  • Position Durex as the go-to brand for open, honest, and stigma-free conversations about sex.

The Creative Idea:
We teamed up with Yungblud – an unapologetic voice for Gen Z – to spark real, stigma-free conversations about safe sex. By swapping polished messaging for raw, unfiltered content, the campaign tapped into cultural relevance and inclusivity, especially for the LGBTQIA+ community. Rolled out across TikTok, Instagram, and PR channels, the partnership drove engagement, media buzz, and meaningful traffic to Durex’s Sex Hub, positioning the brand as the go-to name for open, honest sexual wellbeing.

Strategy & Approach:

  • Work with recognised talent: We partnered with Yungblud, an artist celebrated for breaking taboos and speaking candidly about identity, sexuality, and inclusivity – instantly resonating with Gen Z.

  • Create authentic content: Instead of sugar-coating, Yungblud shared raw, unfiltered perspectives on owning your sexuality and prioritising safe sex.

  • Launch & Amplification: Rolled out high-impact content across TikTok and Instagram, meeting audiences where they scroll daily.

  • PR Integration: Leveraged Yungblud’s own media presence to amplify reach, gaining coverage across major music and culture publications.

  • Engagement to Action: Drove audiences to Durex’s digital Sex Hub – a trusted source for sexual wellbeing articles, advice, and education.

Results:

  • Drove over 100K engagement across TikTok and Instagram, with content widely shared in Yungblud fan communities.

  • Durex were able to earn this place on TikTok, a platform that had previously banned their content

  • Sparked authentic conversations around sex, inclusivity, and safety across social platforms.

  • Positioned Durex as the  culturally relevant sexual wellbeing brand

  • Increased traffic to Durex’s Sex Hub, connecting Gen-Z to ongoing sexual health education.

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Lidl

Lidl x Lidl Merch Drop

2021

🏆 THE WEBBY AWARDS: 2022

Nominee: Advertising, Media & PR, Best Community Engagement 2022

Objective
Put Lidl at the heart of cultural conversation with our first-ever merch drop. The aim: tap into streetwear hype cycles, shift perception beyond a discount grocer, and reach new audiences.

The Creative Idea:
Streetwear thrives on scarcity, hype, and cultural capital. So we asked: what if Lidl behaved like Supreme or Yeezy, but with a supermarket twist? Enter #LidlxLidl: a self-collaboration parodying streetwear culture while positioning Lidl as the OG supermarket merch brand. Inspired by Oasis’s Little by Little, the campaign leaned into a 90s Britpop-meets-streetwear aesthetic, with Gallagher-style photography and editorial content.

Social Strategy & Approach

  • Cultural listening: Identified drop behaviours, i.e. teasers, countdowns, exclusivity, resale.

  • Tease the drop: Cryptic hints (👀 emojis, sneak previews, playful retweets) to spark speculation.

  • Build hype: Platform-first creative mimicking drop culture (IG countdowns, parody tweets, stylised content).

  • Fan amplification: Encouraged UGC (styling videos, memes, unboxings) and amplified it via real-time community management.

  • Parody + participation: Balanced humour with authentic drop behaviour.

Social Execution

  • Pre-Drop: Created credibility by engaging fashion/streetwear accounts.

  • Drop: Dropped hype building countdowns, parody tweets, and high-energy content showcasing the collection.

  • Community & UGC: Reactively engaged through community manahement and reshared UGC content, resale screenshots, and memes, pushing the campaign beyond Lidl’s channels.

Results

  • Viral impact: Huge conversation across Twitter, IG, TikTok.

  • Influencer love: Celebs and TikTok stars wore Lidl merch, driving thousands of organic engagements.

  • Scale: 1M+ engagements and impressions in the first month.

  • Press: Widespread national, lifestyle, and retail coverage.

  • Sell-out success: Items resold for up to 10x RRP.

  • Cultural reappraisal: Proved Lidl could transcend the supermarket aisle and win in culture

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