Joseph Williams

At DraftLine (AB Inbev’s in-house agency), I worked on a social first campaign for the Belgian beer brand, Leffe. The campaign was for the Italian market and invited drinkers to pair Leffe Blonde or Rouge with Italian dishes.

A campaign I created at Havas featuring, OOH, social, film and a live feed of various Cornish coastline including the Doom Bar sandbank displayed live on the massive digital billboard at Waterloo.

I’ve worked on many film franchises. Usually there are strict embargoes until release, so one usually only has the trailer to work with. It’s an interesting creative challenge. In this instance I transformed limited launch assets into an interactive karaoke experience, to give audiences a fun, participatory way to engage with the movie and headline song.

Racing Point were a new F1 team. The underdogs. They didn’t have a historical fan base, so needed to recruit new, younger fans, with a more radical, ‘all or nothing’ positioning. I wrote the campaign, Commit or Quit.

To launch Nintendo Flipnote Studio, I created a campaign called, ‘Flipnote Monsters’. It was a social-first campaign that invited players to design and animate their own monsters to take part in an online battle.

Over eight thousand kids entered the competition, with illustrator Andrew Rae judging the winning creations before bringing them to life in a series of films on Nintendo’s YouTube channel.

The campaign turned a simple product demonstration into a genuinely engaging creative experience.

I loved making this OOH to promote low fares to students. The campaign started with social posts asking students for images of their parents, which became a series of simple, price-led promotional posters.

This idea for JAL is probably the only award-winning campaign to run on a Sushi belt, winning Silver at Creative Circle.

At Dentsu I created a lot of work for Canon. Campaigns were driven by new product features, so the challenge was always to find ways to present technical information in creative and engaging ways.