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
Built 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.
