The Feed: Dove, H&M and Arthritis UK Feature in Inaugural Social Media and Community Advertising Showcase

The inaugural edition of The Feed, the global social media and community advertising showcase from Little Black Book and Omnicom Production, is now available to stream and download.

The showcase reel, which had its premiere screening in London on Tuesday 24th March, is now accessible to the entire global advertising and creative community. It features 13 recent projects that The Feed’s creative council scored well enough to surpass the benchmark for inclusion on the reel.

The creative council is a world‑class group of creative leaders from some of the most influential companies shaping culture today, including TikTok, Meta, Reddit, Snap, Spotify and many more. See the full creative council for this edition of The Feed here.

It’s the council’s role to both identity and champion work for inclusion in The Feed, helping set the global agenda for best-in-class work in the social and community world. Work from the likes of Apple, Chupa Chups, Currys, KFC and Pinterest star in the showcase.

If you wish to download The Feed reel you can do so here.

​Paul Monan, head of creative excellence at Little Black Book, says, “Social and community platforms are growth drivers for brands and places in which culture is being shaped in real time. The Feed is a global quarterly showcase dedicated to the best work in these environments. Our creative council has been instrumental in identifying best-in-class creativity and setting the benchmark for future editions. The experts involved are authorities in their fields and have helped curate the work you will see on The Feed. I want to thank them, as well as our partners at Omnicom Production, for their enthusiasm and dedication in bringing this edition to life.”

The projects that feature on this edition of The Feed are:

Apple - The Day the World Danced

Overview: Apple Music, title sponsor of the Super Bowl halftime show, launched a new instalment of its iconic Shot on iPhone series, spotlighting fans’ emotional reactions to Bad Bunny’s landmark halftime performance.

Execution: A 90-second shot on iPhone film launched across Apple and Apple Music Instagram channels, alongside additional social platforms, capturing audiences across 15 locations in 11 time zones.

Jury Note: “A perfect reminder that a picture really can say a thousand words. In a social ecosystem obsessed with short-form virality, it’s refreshing to see something confidently lean into long-form visual storytelling.” Gia Lee, co-founder and chief strategy officer, NinetyEight​

Arthritis UK - The Arthur Tut

Overview: Arthritis isn’t just grandad’s problem. But this myth leaves many young people with arthritis feeling ashamed and invisible. Arthritis UK created a movement to change that: The Arthur Tut.

Execution: A TikTok challenge created from arthritis physio moves, by Digitas UK in partnership with TikTok for good’s launchpad, tapped into dance trend ‘finger tutting’, involving people moving their fingers to music.

Jury Note: “It meets the audience where they're at, on a topic that is otherwise very serious. Incidentally has a nostalgia for the early years of TikTok musically - which I think helps it cut through even though the feed has moved on a lot since then.” Alex Watts, executive director, strategy, Poem

Chupa Chups - Impossible

Overview: To launch its easiest-to-open wrapper, Chupa Chups created the limited-edition ‘impossible’: an almost impenetrable lollipop response to years of online complaints about infamously stubborn packaging.

Execution: impossibles were sent to influencers, including YouTube creators ‘the hydraulic press channel’ and ‘Kenny Duess’. Fans were invited to join in the #ChupaSpeedChallenge, timing how quickly they can unwrap it.

Jury Note: “Sometimes the smartest marketing move is to do the complete opposite of what you should be doing. This is one of those stupidly brilliant ideas that shouldn't work but it does. You know what they say, go big or go home.” Denny Handlin, executive creative director, VaynerMedia AUNZ

Currys PC World - POV: We Hired a Canadian

Overview: When the Canadian curling team got caught up in a ‘double-touching’ cheating scandal at the Winter Olympics 2026, British electronics retailer Currys reacted quickly to jump into the controversial conversation.

Execution: A nine-second viral film by Fabric Social, which depicts an employee playfully double-touching an array or products, was published on Currys’ social channels.

Jury Note: “Love it.. This team doesn't miss at the moment. Always on trend and on point. Really funny and simple.” Si Mason, co-founder, OffCut Productions​

Dove - r/eal Reviews

Overview: Dove has long stood for what’s real and put its most awarded hair repair mask to the test with some of the toughest - and most honest - critics on the internet: the Reddit community.

Execution: Dove invited the Reddit community to review the Intensive Repair 10-in-1 Serum Mask and promised to publish their feedback unfiltered and unscripted - even if it was negative - and built a full campaign from it.

Jury Note: “I love brands that lean into Reddit. It is often overlooked, but it is an incredibly powerful and strategic insight engine when used intelligently. A smart bridge between community truth and brand storytelling, executed with confidence.” Max Whicher, co-founder, Spin Brands​

H&M - Dirty Laundry

Overview: Fashion retailer H&M teamed up with comedian Kareem Rahma, notable for his man-on-the-street style interviews, as part of its 'H&M&NewYork' campaign, a love letter to the city and its people.

Execution: H&M launched an episodic content series across its social platforms. Devised and hosted by Rahma, celebrity guests were interviewed in pairs at a NYC laundromat to air out their own ‘dirty laundry’.

Jury Note: “What I love about this idea is that it is not about a product, or even the brand itself: it is about entertainment connected with the brand platform. It is based on a success-proofed format but it talks very well with the brand itself. It is just interesting to watch - as every social content should.” Leticia Hanower, head of social, Omnicom Production​

KFC - Om Bdr-12th Ingredient

Overview: When the Saudi TikTok community started pouring Srar Hail - a spicy seasoning created by a local cook named Om Bdr - over their KFC chicken, KFC tapped into the trend to launch a unique partnership.

Execution: KFC teamed up with Om Bdr to create the brand’s ‘unofficial 12th herb and spice’, a limited edition menu item that sold out in under three weeks and was amplified by over 35 local content creators.

Jury Note: “Love this! Seeing a trend in social, from a creator and collaborating by tapping into current culture and changing a distinctive brand asset.” Patrick Whitnall, managing director, Australian Influencer Marketing Council

LSKD - She Runs But She’s Never Just Running

Overview: Running should be freeing, yet 92% of women worry about their safety when they head out. LSKD called for greater awareness, accountability and everyday actions to help make running safer for women.

Execution: The Australian sportswear brand launched a social first film that racked up 10.4 million views, 744,000 likes and 4,359 comments on Instagram, hugely outperforming the metrics on the brand’s traditional posts (correct as of 22/03/26).

Jury Note: “immediately engaging, social first, keeps you hooked and with a direct share action for the importance of the message.” Crystal Malachias, global head of influencer, McCann​

Manscaped - Hair Ballad

Overview: Following its Super Bowl debut, Manscaped extended the campaign onto its social channels by auctioning off a hairball (allegedly) collected from comedian, actor and podcaster, Stavros Halkias.

Execution: Stavros took to Instagram to reveal ‘Lil Stavvy’, giving fans a first look at the quirky-but-cute ball of hair on offer. The auction saw 61 bids raise $510 of which all proceeds went to the Testicular Cancer Society.

Jury Note: “Often the key to success is to go bigger, weirder, stranger - this delivers that in spades. Certainly one of the more out there creator partnerships that I've seen recently, that’s for sure.” Sammy King, creative consultancy lead Europe & Israel, TikTok

Pinterest - Predicts 2026

Overview: Pinterest Predicts is the brand’s annual trend forecast, released in December every year, highlighting the 21 new trends across various categories that are set to shape 2026.

Execution: Inspired by thumb-stopping finds associated with Pinterest feeds, the social campaign consisted of 20 unique vignettes each associated with a trend and each created to live as its own platform‑native moment.

Jury Note: “Using data and building something that draws in and rewards their audience works well. This nails the sweet spot of understanding your audience and your own value prop.” Jim Therkalsen, VP of creative, AG1

Robitussin - #CommuterCoughs

Overview: VML’s challenge for Robitussin was to re-establish cultural relevance and drive brand growth during its critical cold, cough, and flu season.

Execution: They hacked an episode of ‘Subway Takes’, the NYC subway interview series, to dive into a hotly debated topic: coughing on the subway. Hacking cultural discourse to position Robitussin at its very centre.

Jury Note: “Gets my thumbs up not because it was flashy, but because it was smart in a way most will miss. The brand didn't show up as an interruption. It showed up as the reason for the conversation. Too many brands chase reach when they should chase relevance and that’s what makes it feed worthy.” Kay Hsu, global head of creative lab, Spotify​

The Ordinary - Periodic Fable

Overview: The beauty industry is awash with misleading marketing words designed to lure consumers in. The Ordinary launched ‘The Periodic Fable’ to highlight the need for more transparency in the industry.

Execution: At the campaign’s core is a dystopian social first film depicting a classroom of students who, appearing to be hypnotised, re-enact some of the viral skincare trends that dominate our social feeds.

Jury Note: “The format builds this interest and curiosity while the message uses social media to criticise social media generated phenomenon's.” Leticia Hanower, head of social, Omnicom Production​

Warburtons - Narrate Your Plate

Overview: As part of its 150th anniversary celebrations, Warburtons turned to Morgan Freeman, one of the greatest storytellers of all time, to help tell the brand’s century-and-a-half long brand story.

Execution: To make social users care about the brand story, Warburtons wrote them into it. Morgan performed stirring monologues about sandwiches uploaded to social to help these meals go down in history.

Jury Note: “How do you get people to care that your British baking firm is celebrating a 150-year anniversary? Lean into existing social behaviour and then get the greatest storyteller of all time, Morgan Freeman, to perform stirring monologues about them. Epic brand storytelling.” Denny Handlin, executive creative director, VaynerMedia AUNZ​