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.CreditsCreative agency: ElvisMedia agency: Carat UKPR agency: GolinAgent for Lewis Capaldi: ParadigmProduction company: Craft FilmsELVISMarcus Aitman, Senior CreativeKeelie Lynch, Senior Account DirectorSasha Bachir, Account ManagerLouis Mason, Creative ProducerBene Tanser, Motion GraphicsCLIENTSJoanna Dias, Senior Brand Manager, MondelezPippa Rodgers, Junior Brand Manager, MondelezCARATChristopher Springall, Client Account DirectorAnisha Doshi, Communications Planning ManagerGOLINKaren Shaw, DirectorDagmara Bandura, ManagerChanel de Yong, Manager Connector:CRAFT FILMSChris Davies, ProducerAdam Wimpenny, Director