The Feed: KitKat, DoorDash and Currys Star in Latest Social Media and Community Advertising Showcase

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

The showcase reel premiered at The LBB & Friends Beach in Cannes on Monday 22nd June and is now available, paywall free, to the entire global advertising and creative community.

It features eight projects that The Feed’s creative council collectively scored well enough to surpass the benchmark for inclusion on the reel.

The creative council is a world-class group of leaders from some of the most influential companies shaping culture today. Recent additions to the council include stars from Kraft Heinz’s The Kitchen North America, VaynerX, Coolr, McCann, Simply Social and more.

They join representatives from platforms TikTok, Meta, Reddit and Snap, as well as brands such as Spotify, Amazon, IKEA and Bose/ You can see the full creative council for this edition of The Feed here.

The council’s role is to identify and champion work for inclusion on The Feed’s showcase reel, helping set the global agenda for best-in-class creativity in the social and community space.

Work from Bookxcess, Currys, DoorDash, KitKat, Mahila Intimates, McDonald's and Rail Delivery Group (RDG) feature in this edition.

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

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

Bookxcess - Brain Un-Rot Library

Overview: To reconnect audiences with reading through BookXcess via a provocative campaign. Geared at tackling the decline in sustained reading focus caused by doom scrolling and short-form dopamine hits on social media.

Execution: Transforms addictive short-form formats into narrative-driven content experiences. Serving up 100 hand-picked literary titles retold in gen z native language, using fast cuts, quirky randomness, and evolving narrative complexities.

Creative Council Insight: “I like the layers of insight in this - both about where reading rates are declining, in how people are spending their time on social, and what they do after they've watched part of a story. I love how this shows up online and in real life. Delightful,” Alex Watts, executive director, strategy and social, Poem.

“Love how it uses the exact mechanics hurting attention spans to make reading feel relevant again,” Bayly Shelley, head of content, The Kitchen North America.

“Modern truths demand modern interventions. A smart, native way to shift behavior. Bravo,” Leticia Hanower, head of social, Omnicom.

“Love the challenge and the execution. Taking a known accepted trend in social and using it against itself to consume traditional content they aren't consuming, but might now reevaluate,” Patrick Whitnall, managing director, Australian Influencer Marketing Council (AiMCO).

“DING DING DING! WE HAVE A WINNER. Strategy. Check. Insight. Check. Of the internet. Check. So sick,” Ty Stafford, chief creative officer and founder, Hello Party.

Currys - Staying Part of April's Biggest Conversations

Overview: Through Simply Social's Realtime Room, Currys tapped into April's biggest cultural moments - from Coachella and Love Island to major sporting headlines - creating timely, relatable content that kept the brand relevant, human and part of the conversation.

Creative Council Insight: “Strong results organically. Clever, relatable content that resonates with the target audience - social first!” Harry Foyle, founder, TSA.

“Just giving the people what they want. Being reactive, keeping their finger on the pulse. 10/10,” Si Mason, co-founder, OffCut Productions.

Currys - North London girlie visits Currys

Objective: Engage social audiences and raise awareness of Currys on the platforms by taking a trending talking point of creators' discussing what to do in North London.

Execution: Replaced a content creator with an out of place male colleague who would purposefully not understand the references and script. People loved his awkward, unenthused delivery: almost 4m views, over 340k engagements and overwhelmingly positive sentiment in the comments.

Creative Council Insight: "Most brands debate the trend until it's dead. Currys just went to Tottenham Hale. That's what social is actually for: finding the moment where culture and brand truth overlap and having the confidence to move before the room turns. The comedy works because it's not forced. Currys is genuinely the anti-glamour destination, so the joke lands clean. Cultural relevance isn't a strategy. It's a reflex. This had it," Valentina Culatti, global creative strategy director, Snap.

“Really strong, trend led, reactive, seriously clever. Great play on the personality/person creating the content and the trend. Curry's delivering again,” ​Harry Foyle, founder, TSA.

“Smart and quick use of an audience relevant trend, delivered with their now trademark sense of humour to drive brand and product consideration effectively,” Nina Landale, head of strategy and client services, Uncovered.

“This is how brands should be using their staff. It’s authentic, of the internet, and doesn't take itself too seriously,” ​Ty Stafford, chief creative officer and founder, Hello Party.

DoorDash - Bag Chats

Overview: The project was an investment in building fame, distinctiveness, and emotional connection with DoorDash, primarily to entertain and extend the brand’s worldbuilding.

Execution: A seven episode podcast on the brand’s Instagram and YouTube channels hosted by animatronic delivery bags, featuring the bags discussing life, love, reality TV, the difference in carrying hot and cold food, and whether their grandfather was a briefcase from Pulp Fiction.

Creative Council Insight: “What I love here is the commitment to worldbuilding. Rather than creating another one-off social campaign, DoorDash turned a brand asset into recurring characters and a content platform that people can actually follow,” ​Bayly Shelley, head of content, The Kitchen North America.

“So silly, yet so captivating. The dialogue is perfect and the animatronics make it come to life beautifully. I'm sick and tired of podcast content plagueing my feed, and would listen to these bags any day of the week,” Matt Gerrard, head of international creative strategy, Reddit.

“I found myself genuinely cracking up laughing at this. The Grandad being the briefcase from Pulp Fiction? Genius. This feels silly enough to be captivating but with high production value and genuinely thought out scripts - plus the podcast preview style format is truly social first whilst still feeling like an original,” Nat Moores, brand futures director, Smarts.

“There is no better way to connect with people online than via a shared disdain for how easily someone can produce and distribute a podcast. Blending that running social discourse with recognisable Aussie voices creates such an easy barrier to view-through. Comedy is always the closest a brand can get to feeling human, especially on socials,” Rachael Webb, head of brand and partnerships, Sticki.

KitKat - Heist Tracker

Overview: Following the theft of over 413,000 KitKat bars in transit in March, VML found a cunning way to use the crime to the brand’s advantage during one of the biggest seasons for chocolate sales.

Execution: KitKat Tracker asked consumers to scan the barcode on their KitKat bar to see if it was one from the stolen cargo. By entering the eight digit tracking number on the back of the bar and sharing the results on social media, customers could get involved in the search and join the hunt for the stolen chocolate.

Creative Council Insight: “Everyone jumped onto the stolen KitKat moment - brands, politicians and creators - but KitKat seized it back in many ways. The heist tracker was a super smart way of turning a social crisis into a clever brand opportunity,” ​Adam Clyne, founder and chief executive officer, Coolr.

“Reactive with real scale. This was absolutely everywhere in marketing circles, but also absolutely everywhere in consumer media. I think it's a reminder that being honest about how your brand is being spoken about is a big win, when you do it right,” ​Alex Watts, executive director, strategy and social, Poem.

"This is such a smart play. They took what could've been a headache - missing KitKats - and turned it into this whole interactive mystery that people actually wanted to be part of,” Luke Chard, creative director, Amazon.

“The smart use of gamification and trend-informed deployment led to a huge organic moment that other brands wanted to get in on,” ​Nina Landale, head of strategy and client services, Uncovered​.

Mahila Intimates - Dinner Date

Overview: Ethically made UK clothing brand, Mahila Intimates turned dating horror stories into fashion - combining real-life, atrocious dating experiences into a brand film centred on the ‘Mahila girl’ - an amalgamation of all the women and girls the brand’s founders grew up with.

Execution: Written and directed by Jasmina Wood, the fashion-led short film - which stars Lauren Adamsson - went viral on Instagram, amassing 4.6 million views and 392k comments for the brand (which has just over 9000 followers).

Creative Council Insight: “Storytelling is engaging with a twist at the end. If this were a movie I'd 100% watch. Has gen-z aesthetics, the product is front and center but it's not the whole story,” Gerard Crichlow, SVP global social strategy director, McCann Content Studios.

“Mahila’s Dinner Date series is the kind of branded content I wish more brands had the courage to make. It manages to be genuinely entertaining while remaining intrinsically tied to the brand (a sweet spot that’s incredibly difficult to find). I applaud how far it pushes the boundaries of what most brands would consider safe. That willingness to embrace discomfort, unpredictability, and authenticity is exactly what makes it memorable,” Gia Lee, co-founder and chief strategy office, NinetyEight.

“Get this brand (and actress) a BAFTA? Raw, honest, clever. Big brands would never,” Matt Gerrard, head of international creative strategy, Reddit.

McDonald's - You’ve Been Here Before

Objective: A24’s Backrooms released in US cinemas on May 29th and plenty of brands got in on the action - including McDonald’s which posted an analogue horror style video referring to a long-running gag amongst the Backrooms fandom.

Execution: A two minute long film was published on the brand’s social channels, garnering 3.8m views, 365k likes and 6.7k comments on TikTok, as well as 875k views and 6.8k comments on YouTube.

Creative Council Insight: “Timing. Execution. Actually understanding Backrooms lore. Incredible,” ​Ty Stafford,chief creative officer and founder, Hello Party.

“Nice use of culture. Super strong,” Adam Clyne, founder and chief executive officer, Coolr.

“Love the reactivity and feels a bit like an Easter egg,” Peter Shannon, chief creative officer and founder, Simply Social.

Rail Delivery Group (RDG)- On the train you can

Objective: The British rail industry’s membership body wanted to showcase the unique role train travel plays in helping people transform travel into time to connect with loved ones, boost productivity or enjoy a well-deserved chance to unwind.

Execution: Partnering with social agency Spin and creator Will Shears (@a_mug_of_life), the campaign uses Will’s signature format to celebrate how train journeys across Britain provide time to connect, reflect, and enjoy meaningful everyday moments

Creative Council Insight: “Lovely concept. Very social-first storytelling. Simple and hugely interesting to watch,” Davi Santaella, global content production director, Philips.

“I love this creator’s content, and this was a great way to bring it to life for a client in a natural, authentic way. I also love that they allowed the creator to film it in his own way, not a full blown production,” Patrick Whitnall, managing director, Australian Influencer Marketing Council (AiMCO)

“The simplest concepts are often the most relevant. Love this. So simple. Easy. and more importantly easy to watch. Great host of the video too. Had a really solid tone. tough to land when bringing real people into things,” ​Ty Stafford,chief creative officer and founder, Hello Party.