Currys took home a Bronze Lions award at this year’s Cannes Lions International Festival of Creativity for a Gen Z-focused social media campaign.

The awards took place in the south of France last week and rewards the best and brightest campaigns and creative work from the world of advertising and marketing each year.

This latest boost for Currys forms the latest in a long line of plaudits its social media team has received of late for its work harnessing Gen Z and Millennial trends on TikTok.

Writing on LinkedIn, Dan Rubel, brand and marketing director at Currys said: “Our Gen Z moment on social content generated boat loads of engagement, myriads of copycats and more PR then we ever dared to dream about… and now is amongst the 3% of Cannes entrants that actually received some metal.”

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He added: “Very proud of and grateful to Ryan Todd (senior social media and PR manager at Currys) and his fab social crew (part of Sarah Leat’s wider marketing and promo group) for the award win and for the wider customer and commercial impact your work has had over the last 12-18 months.”

“The post that won the award is actually the tip of iceberg in terms of what their team have achieved – and so much more to come in the year ahead. As well as the in-house team, big love to Fabric Social and iSiteTV – our social content creation partners and extensions of the Currys family.”

By showcasing the variety of its products in a humorous, candid way using its TikTok account, the retailer was able to register its highest-viewed video of all time – reaching an audience of ten million.