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<channel>
	<title>Joe Craig - Creative Director</title>
	<link>https://joecraig.work</link>
	<description>Joe Craig - Creative Director</description>
	<pubDate>Tue, 02 Jun 2026 14:06:11 +0000</pubDate>
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		<title>index</title>
				
		<link>https://joecraig.work/index</link>

		<pubDate>Fri, 01 Apr 2022 08:26:20 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

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		<title>Paddy Power - Nobody Does Football Better Than Us</title>
				
		<link>https://joecraig.work/Paddy-Power-Nobody-Does-Football-Better-Than-Us</link>

		<pubDate>Tue, 02 Jun 2026 14:06:11 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Paddy-Power-Nobody-Does-Football-Better-Than-Us</guid>

		<description>Paddy PowerNobody Does Football Better Than Us 🧨️🍑️



Danny Dyer goes head-to-head with Hollywood’s Rob Lowe - reminding World 
Cup hosts, the good ol’ US of A, that when it comes to football, nobody does 
it better than England.&#38;nbsp;- Campaign - Ad of the Day, May 29 2026&#38;nbsp;- The Drum - Ad of the Day, May 29 2026
- The Stable - Stable Standout, May 29 2026
- David Reviews - Pick + 5 Stars, May 29 2026






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		<title>Paddy Power - Games? We've Got All Sorts </title>
				
		<link>https://joecraig.work/Paddy-Power-Games-We-ve-Got-All-Sorts</link>

		<pubDate>Fri, 10 Oct 2025 11:52:38 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Paddy-Power-Games-We-ve-Got-All-Sorts</guid>

		<description>Paddy PowerGames? We’ve Got all Sorts. 👨🏻🎰




Danny Dyer channels his inner De Niro, taking us on a tour of a star-studded,&#38;nbsp;
Scorsese-style casino, where anything can happen, and everyone’s welcome
...even finance bros.&#38;nbsp;- Campaign - Ad of the Day, Oct 17 2025 - The Drum - Ad of the Day + Ads of the Week, Oct 17 2025- David Reviews - Pick of the Day, Oct 21, 2025
- Creative Salon - Work of the Week, Oct 24, 2025- PR Week - Ads of the Week, Oct 24, 2025- Best Ads on TV - Top 6 of the Week, Oct 27, 2025
- The Thinkboxes - 2nd Place - Sept/Oct, 2025


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		<title>F&#38;F - Fashion Now Does Homeware</title>
				
		<link>https://joecraig.work/F-F-Fashion-Now-Does-Homeware</link>

		<pubDate>Wed, 04 Sep 2024 18:28:55 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/F-F-Fashion-Now-Does-Homeware</guid>

		<description>F&#38;amp;F&#38;nbsp;Fashion Now Does Homeware 👗🍽️ 



To launch Tesco’s newly revamped range of stylish home items, F&#38;amp;F Home, 
we painstaking handcrafted striking fashion pieces from hundreds of
pieces 
of homeware.
- Creative Circle 2025 - Outdoor Craft - Art Direction Shortlist - Creative Circle 2025 - Craft - Fashion &#38;amp; Beauty Photography Shortlist - Creative Circle 2025 - Image Production Design Shortlist
- Campaign - Ad of the Day, Sept 4 2024- The Drum - Ad of the Day &#38;amp; Best Ads of the Week, Sept 4 2024- LBB - Editor’s Pick &#38;amp; Work of the Week, Sept 6 2024




- Creative Salon - Work of the Week, Sept 6 2024


- Behind the Billboard - Best of 2024


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	<item>
		<title>Lay's – Messi Messages</title>
				
		<link>https://joecraig.work/Lay-s-Messi-Messages-1</link>

		<pubDate>Fri, 01 Apr 2022 08:26:21 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Lay-s-Messi-Messages-1</guid>

		<description>
	Lay’s Messi Messages ✉️ 📲
Champions League sponsors are in every stadium, ad break, and social feed, but there’s one place they can’t get into - dark social. Until now. We got Lay’s into private chat groups everywhere by enabling fans to surprise friends with AI-powered personalised video messages from the greatest footballer of all time, spoken flawlessly in up to 10 different languages. 
Create yours here 
ESPN called the campaign&#38;nbsp;“Undoubtedly impressive”, Fox Sports labelled it “Arresting”, it was picked up by BBC News, and is featured in the latest edition of the bestselling ad bible "Hey Whipple, Squeeze This."
- Cannes Lions 2021 - Mobile Bronze- Cannes Lions 2021 - Entertainment for Sport Shortlist
- The One Show 2022 - Innovation in Interactive, Online &#38;amp; Mobile Shortlist
- The One Show 2022 - Use of Technology Shortlist- The One Show 2022 - Innovation in Social Media Shortlist- Eurobest 2021 – Media, Use of Mobile &#38;amp; Devices Silver- Eurobest 2021 – Mobile, Social Content for Consumer Engagement Bronze- Eurobest 2021 – Mobile, Targeted Communication Finalist- Eurobest 2021 – Mobile, Messaging Campaign Finalist- Eurobest 2021 – Media, Use of Social Platforms Finalist- Eurobest 2021 – Digital Craft, Data Storytelling Finalist- Creative Circle Awards 2022 - Best Use of AI Bronze- Creative Circle Awards 2022 - Best Digital Activation Bronze- Creative Circle Awards 2022 - Best Use of Talent &#38;amp; Influencers Bronze
- ADCN 2021 – Mobile Silver- ADCN 2021 – Media Bronze- ADCN 2021 – Digital Campaigns Finalist - ADCN 2021 – AI Finalist
 - Campaign Tech Awards 2022 - Best Use of AI Highly Commended- Campaign Tech Awards 2022 - Consumer Goods Highly Commended
- Campaign Tech Awards 2022 - Best Use of Experiential Tech Shortlist - Campaign Tech Awards 2022 - Best Use of Experimental Tech Shortlist  
- FWA Site of the Day April 8, 2021- LBB High Five – Netherlands

	



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		<title>Tesco - It's Not a Little Thing, It's Everything</title>
				
		<link>https://joecraig.work/Tesco-It-s-Not-a-Little-Thing-It-s-Everything</link>

		<pubDate>Fri, 10 Oct 2025 11:52:46 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Tesco-It-s-Not-a-Little-Thing-It-s-Everything</guid>

		<description>TescoIt’s Not a Little Thing, It’s Everything 🍳🍅🍄‍🟫🥩



A celebration of single ingredients - from a hearty steak to a sun-ripened tomato -
and the countless culinary possibilities and everyday moments they inspire. 
Because when it comes to food... it’s not a little thing, it’s everything.&#38;nbsp;- LBB Online - Work of the Week 03.10.25
- Behind the Billboard - OOH That’s Nice 03.10.25
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		<title>Club Med – That's L'Esprit Libre</title>
				
		<link>https://joecraig.work/Club-Med-That-s-L-Esprit-Libre</link>

		<pubDate>Mon, 20 Mar 2023 10:11:15 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Club-Med-That-s-L-Esprit-Libre</guid>

		<description>
	Club MedThat’s L’Esprit Libre 🌞 🌊 🏝️ 🏔️&#38;nbsp;




We made Club Med, the pioneer of all-inclusive resorts, mean something to people once again, with a campaign that playfully captures the carefree state of mind you can achieve when every detail of your vacation is taken care of.- AdForum - Top 5 Worldwide Best Ads and Advertising Campaigns of the Week, Sept 2023
- CB News - Best of the Week, Sept 2023


	


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		<title>Under Armour – Through the Unknown</title>
				
		<link>https://joecraig.work/Under-Armour-Through-the-Unknown</link>

		<pubDate>Fri, 01 Apr 2022 08:26:21 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Under-Armour-Through-the-Unknown</guid>

		<description>Under Armour &#38;nbsp;Through the Unknown ☁️🏃‍♀️⛹🏾‍♂️
	When COVID-19 hit, it hit high-school athletes particulary hard. Facing canceled seasons and lost scholarship opportunities, they had to navigate through the fog with no idea what lay ahead. This campaign, featuring some of UA’s top prospects and NFL legend Ray Lewis, reminds these athletes that when faced with the unknown, there is only one way to move.
- Adage Hot Spots - August 2020- 11+ million views
	



	
	

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		<title>Lay's – G.O.A.T. Cheese</title>
				
		<link>https://joecraig.work/Lay-s-G-O-A-T-Cheese-1</link>

		<pubDate>Fri, 01 Apr 2022 08:26:20 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Lay-s-G-O-A-T-Cheese-1</guid>

		<description>
	

	Lay’s G.O.A.T. Cheese&#38;nbsp;🐐🧀
It’s the debate of a generation - who is the G.O.A.T: Messi or Ronaldo? For two decades, fans had bickered over who is better, and were still no closer to a definitive answer. So to settle the great debate once and for all, we created the Greatest Flavour of All Time for the Greatest Footballer of All Time.
The limited edition release sold out in record time, earned tens of millions in media, and increased Lay’s social engagement by 135,000%.

“Brilliant” - FTBL
"This is a new level" - People
“Lay’s knows ball. There’s only 1 G.O.A.T. and it’s Messi”  - Mashed

	




	

&#38;nbsp; &#38;nbsp;&#38;nbsp;&#60;img width="640" height="360" width_o="640" height_o="360" data-src="https://freight.cargo.site/t/original/i/b5e24416f9b7952bf17c813667cfa62a25d509f378c8ec3fad3bbac7a4bf9691/endorsement.gif" data-mid="138266496" border="0" data-scale="47" src="https://freight.cargo.site/w/640/i/b5e24416f9b7952bf17c813667cfa62a25d509f378c8ec3fad3bbac7a4bf9691/endorsement.gif" /&#62;&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;&#60;img width="640" height="360" width_o="640" height_o="360" data-src="https://freight.cargo.site/t/original/i/8c0997d380fc7cec09f6737d802fe6b7b6ffc230b4667cf837e83fcef879c11e/papieats.gif" data-mid="138266495" border="0" data-scale="47" src="https://freight.cargo.site/w/640/i/8c0997d380fc7cec09f6737d802fe6b7b6ffc230b4667cf837e83fcef879c11e/papieats.gif" /&#62;
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		<title>Benetton – Faces of the City</title>
				
		<link>https://joecraig.work/Benetton-Faces-of-the-City-1</link>

		<pubDate>Fri, 01 Apr 2022 08:26:21 +0000</pubDate>

		<dc:creator>Joe Craig - Creative Director</dc:creator>

		<guid isPermaLink="true">https://joecraig.work/Benetton-Faces-of-the-City-1</guid>

		<description>
	Benetton Faces of the City 👩🏼👩🏽👩🏾
We made the faces of Benetton's new collection represent the diversity of women living in today's cities. Using a custom algorithm, we made data visualisations in the form of newly created faces that represent the ethnicities in NYC, London, Paris, Berlin, Tokyo and Milan.
The campaign was picked up by the world of fashion, design and culture, including Vanity Fair, Yahoo, Vogue and Fast Company.
- D&#38;amp;AD 2016 - Wood Pencil- Cannes Lions 2016 - Print &#38;amp; Publishing Shortlist x3- The One Show 2016 - Finalist- Leuzer's Archive - Vol. 2, 2016- Creativity Online - Pick of the Day- The Drum - Elementary Award 2016- The Stable - Standout- The Drum - Creative Works Pick
	


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