Bill Hibbins selected work
A selection of work spanning campaigns and platforms built to live in culture.
Ideas designed to flex across media and markets, and to be engaged with, not just seen.
Alongside that, a few unrealised ideas and internal work that show how I’ve been exploring technology and AI, both in the ideas themselves and in how the work gets made.
Cadbury FC
Started as a simple promotion and grew into a large-scale, multi-platform campaign that helped Cadbury show up authentically in football.
Over time, it became a purpose-led platform, bringing communities together through acts of generosity.
Impact
14 effectiveness awards
+5% ROI
Multi-million pack sales growth
Scaled across multiple international markets
Diageo – #ShakeItUp
A pan-European platform that de-formalised cocktails, taking them out of bars and into everyday life — with a simple jam jar serve getting everyone shaking it up.
Oreo x Lewis Capaldi
Used Lewis Capaldi’s humour to turn Oreo’s twist, lick, dunk ritual into a cultural moment all for a good cause.
We DAREylea You!
Turned Dairylea into a playable idea — embedding dares inside every triangle to get families off screens and into silly, physical play.
Ei - Elvis Intelligence
Challenged my agency to spot where tech could elevate ideas early, proposing a neural network of key people across departments.
Explorations
A selection of experimental ideas using technology and AI to bring concepts to life in new ways, exploring how interaction and experience can sit at the centre of the work.
DOBEES – AI Digital Seed Shop
A real-time AI-powered OOH experience where a digital shopkeeper interacts with passersby, turning a screen into something you can actually engage with.
L’OR – AI Fascination Pod
An immersive experience that uses AI visuals to translate coffee flavour into a personal, evolving sensory journey.
CADBURY – JOY SHOES
A wearable concept that turns movement into sound, designed to unlock playful expression and create content through performance.
VUE – VUEPOINTS
Public installations that transform everyday viewpoints into unexpected cinematic moments, bringing entertainment out into the real world..
