How we made regenerated tech and Doctor Who the hottest topics of Christmas

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Dramatising the two partners’ shared idea of ‘regeneration’, we brought the concept to life with a 360-degree anamorphic sculpture showing David Tennant regenerating before viewers’ eyes into the new Doctor, played by Ncuti Gatwa. The ‘Art of Regeneration’, built by Global Street Art, used hundreds of pieces of discarded technology and incorporated Doctor Who motifs like the Sonic Screwdriver.

Staged across four days on London’s South Bank, Words + Pixels oversaw the end-to-end conception, production and activation process. Stills and video content were seeded to UK and global media – securing 100+ pieces of coverage.

The earned media campaign was backed by a paid influencer programme which over-exceeded industry benchmarks across reach and view-through-rate, plus a series of consumer-engagement activities to drive web traffic, heighten social engagement and connect with long-term fans of the Doctor Who brand.

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