Comic Relief has a huge amount of brands and supporters involved so we needed to create a campaign that cut through the noise, reaching our target audience the week before the live show.

We created a campaign with Joey Essex streamed into an interactive billboard at Westfield shopping centre. Joey was chosen because of his dual appeal to both children and their mums.

Joey’s role was to make passers-by laugh with a series of skits and funny faces. Filmed with a series of hidden cameras, we captured shopper reactions. This video was then seeded through targeted YouTube activity and across Babybel social channels.

Joey was then made available for national media interviews, together with footage of the billboard stunt.