The agency carried out a stunt in Westfield shopping centre in Shepherds Bush to expand the reach of its ‘Laughing Babybel’ campaign.
Threepipe filmed Essex inside a digital billboard interacting with unsuspecting members of the public, using a variety of techniques to make them laugh.
The video is supported by interviews across a wide variety of media, all driving to Mini Babybel’s specially built microsite, which will see consumers uploading their photos on to a Mini Babybel cheese and sharing it to donate money to Comic Relief.
Gillian Quinn, head of content at Threepipe, said: "Working with Mini Babybel on this year’s Comic Relief activation has been really exciting. Looking at the younger target audience behaviour meant using Joey Essex for video content seemed like the natural route to take. He perfectly captured the essence of the brand, and his lovable personality really resonated with everything Red Nose Day is about."