Back Market

Driving brand awareness through the Art of Regeneration campaign in partnership with BBC studio's Doctor Who

The brief

Drive brand awareness and educate the UK on E-waste via a national partnership with BBC Studios’ Doctor Who.

The approach

Highlighting the two brands’ shared idea of ‘regeneration’ - we creatively brought to life what this meant from a Doctor Who and Back Market POV with a visually-striking display of art.

The ‘Art of Regeneration’ was 360-degree anamorphic sculpture showing the previous Doctor, David Tennant, regenerating before viewers eyes, into Ncuti Gatwa. The sculpture, made by Global Street Art, used hundreds of pieces of discarded technology, plus Doctor Who easter eggs like the Sonic Screwdriver.

Activating across four days on London’s Southbank, Words + Pixels oversaw the end-to-end conception, production and activation process. Stills and video content captured was seeded to UK and international press securing 100 pieces of coverage. 

The earned media campaign was amplified with a paid influencer programme which over-exceeded industry benchmarks across reach and view-through-rate, plus a series of consumer-engagement activity to drive web traffic, social engagement and build long-term fans of the brand.

The results


Pieces of media coverage


Consumers engaged on the ground


Increase in brand awareness with 18-34 y/o Londoners


3x paid influencers' social reach