Alchemy One and Lyka named B&T Awards finalist

Alchemy One and Lyka have been named finalists at the 21st B&T Awards, with The Brutal Pick-Up shortlisted for Best Integrated Ad Campaign.

Launched around Halloween, The Brutal Pick-Up turned the everyday dread of picking up a bad poo into a moment reminiscent of a classic horror movie, challenging something dog owners had come to accept as just another part of dog ownership.

The horror then escaped the screen.

The Brutal Pick-Up hit cinemas, broke into living rooms via VOD, crept into ears through audio and escaped onto streets with horror movie-style posters along dog-walking routes.

And unlike most Halloween horrors, this one refused to die. What began as an eight-week test grew into a national campaign, with the work scaling as it proved its ability to drive incremental acquisition. The campaign remained in market through to April 2026.

Independent media agency Alchemy One led the media strategy, planning and buying, working alongside Lyka and creative agency OUTSIDE IN to bring the campaign to life across an integrated mix of channels.

Being named a finalist for Best Integrated Ad Campaign is brilliant recognition for everyone who brought the horror to life, including Lyka, Alchemy One, OUTSIDE IN, DIVISION and the wider team behind the campaign.

Campaign: The Brutal Pick-Up
Client: Lyka
Media: Alchemy One
Creative: OUTSIDE IN
Production: DIVISION